One of our long time clients in Iași wanted to create a craft beer that would rapidly become one of the biggest local brands. They gave us total creative freedom to imagine the story, from the name and visual identity to the packaging itself. We were delighted to create Cearfisă (WhatIfWe), a brand that has since become well known locally and has reached countrywide expansion.

One of our long time clients in Iași wanted to create a craft beer that would rapidly become one of the biggest local brands. They gave us total creative freedom to imagine the story, from the name and visual identity to the packaging itself. We were delighted to create Cearfisă (WhatIfWe), a brand that has since become well known locally and has reached countrywide expansion. The quirky logotype was custom designed and the letters were stacked to separate the words but still have them be pronounced as one. One of the smart solutions we came up with was using the lower serif of the letter I to be the diacritics on the letter Ă. This made the logotype feel balanced. We assigned vibrant colors to the identity, a spectrum which would allow for new products to have their own color palette. We also designed a unique symbol for the bottle caps, a question mark that has a comma instead of a dot, to tell a story that is always left to be written with imagination. Starting off with three types of beer, Weissbier, Pilsner and Pale Ale, we created an illustration style that follows the quirkiness of the logo. The concepts try to answer the question posed in the name of the brand. Hamlet's skull scene, an astronaut riding a beer keg, a hypnotic cat balancing the world and a clew. All imagination has to offer. Because that's what beer unites us through. We then designed the fourth label, A Red Ale depicting a Voldemort-like character with butterflies flying out of his figure.