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Responses by Mario Herran, creative director/founder, MonograM Agency

Background: Britos is a Bulgarian beer brand founded in 2012. We were briefed to create the label for the brand’s most premium beer to date. Malt & Roses is a unique beer that is brewed with steeped rose petals. This brewing process brings out a distinctive full-bodied, floral and fruity flavor that characterizes the Malt & Roses taste profile.

Reasoning: We began by researching the premium beer sector and the rose beer category. We also looked closely at the positioning of this product and its brand and product hierarchy in the context of the brand range.

Challenges: The iconography and meanings associated with the rose is so strong and entrenched in our culture—having different meanings in each country—that we were keen to avoid the usual clichés and obvious depictions in our design.

Favorite details: The design features a bespoke, handcrafted pattern created by the Berlin-based British illustrator Ella Ginn. The intricate floral elements were created to be closely intertwined with the Malt & Roses letters. It is constituted of three distinct layers; each was printed using tints of the same color. With help from 3-D visualizer Matt Whitnall, the final label features tactile varnish on some of the pattern details; the Malt & Roses letters are hot foiled in matte gold andprinted on thick 80gsm paper.

Visual influences: The illustration aesthetic was influenced by the work of William Morris. His unequaled style was an influence for the final pattern.

Time constraints: We have had to work remotely, from the brief to the product creation. Everything went well, but this newfound reality demanded us to micro-manage each step of the way.

Specific demands: Hristo Popova, the chief executive officer of Britos, mentioned to us the Japanese notion of Shibui, which refers to the particular aesthetic of simple, subtle and unobtrusive beauty. He was interested in bringing this unique approach and our aim was to stay true to its principle.

Anything new: Our long-lasting work with the brand has allowed us to collaborate closely for this premium beer project and to push the creative process further.

agencemonogram.com

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