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Responses by Nicole Poggi, senior brand strategist

Background: PLB is the Italian craft beer project of the Tuscany, Italy–based Podere La Berta winery and brewery. While water, yeast, barley, malt and hops may be serious things; PLB transforms these titan ingredients into major players in its identity. Its goal is to keep alive the desire to play, to try out things, to get its hands dirty and experiment.

Reasoning: PLB is the quintessential meeting-place between the history books and the pages that have yet to be written—between a passion for the artisanal and a modern approach, with a vatful of style! The rebranding comes from this desire and consciousness to be more colorful, while keeping the right mood, and to take beer more seriously without losing its joyful, smart and playful approach.

Favorite details: How the combination of the land, the seasons, the mud, the craftsmanship, the nature and human desires, these factors all create the fundamentals to inspire PLB’s new brand. Each beer also has an eye-catching representative image that stimulates not only a new way of label reading, but also one’s interpretation of the beer brand.

Visual influences: The main inspiration comes from rugby, the game that PLB’s founder has always loved and followed since living in the United Kingdom—a sport where you’re only as strong as your weakest link, and where every saying or move is associated with a bigger picture. We decided to link this energetic and team-oriented sport with the seasons, the soil, the colors, the materials and the textures of nature.

jona.biz

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