East Side: Italian Craft Beer with a Story to Tell

An Elegant and Versatile Design by Roberto Terrinoni

A craft beer in a small town in central Italy, East Side Brewery has taken the art of beer packaging to a whole new level with their unique label design. Created by renowned designer Roberto Terrinoni, each label is a work of art that not only catches the eye but also tells a story.

What sets East Side's label design apart is the use of a collage technique that allows for the incorporation of visual elements that highlight the identity of the product. From references to the meaning of the name to the beer typology and its ingredients, every detail is carefully crafted to enhance the overall experience.

The logo design, representing the brewery's corporate identity, is based on a simple shape that is reproduced on the die-cut of the labels and the symbol system of each beer. This customization is both colorful and heraldic, adding a touch of elegance and sophistication to the overall design.

Utilizing paper, off-set print, and screen printing polishing techniques, the labels are brought to life in a compact 8.5x9 cm format. The attention to detail and the use of high-quality materials ensure that the labels not only look great but also withstand the rigors of handling and storage.

East Side's label design is not just visually appealing; it also serves as a storytelling tool. Master brewer Luciano Landolfi has managed to express the essence of each beer through the label, conveying the tale of processes, ingredients, and cultural roots. The challenge of encapsulating all these concepts within a small label was met with great success.

The collaboration between Roberto Terrinoni and East Side Brewery began in 2015 in Latina, Central Italy. Initially tasked with restyling three labels, the partnership has since grown, resulting in a range of 22 labels. The goal is to reach 30 labels by the end of 2020. Today, East Side Brewery is considered a rising star in the Italian and international craft beer scene.

Designing labels for a craft beer in a fresh market presented its own set of challenges. With no established rules or know-how, Terrinoni had to rely on intuition and a mix of market research conducted abroad and forecasts of the Italian demand. The result is a design that strikes the perfect balance between the communicative tone of wine and the distinctive traits of beer.

The exceptional design of East Side's labels has not gone unnoticed. In 2020, it was awarded the Bronze A' Design Award in the Packaging Design category. This prestigious accolade recognizes designs that exhibit strong technical and creative skills, contributing to quality of life improvements and making the world a better place.

East Side Brewery's Italian craft beer labels are not just a feast for the eyes but also a testament to the power of storytelling through design. With each label telling a unique story, the experience of enjoying these beers is elevated to a whole new level.