25/04/2024
Situation
Utenos Radler came to us looking to solve two of their main issues with their current packaging: 1) poor visibility on the shelves and 2) technical problems with printing on aluminum cans
Logo evolution and typography
Starting with the logo, for higher visibility on the shelves, we placed the logo in a white (or silver for non-alcoholic SKUs) shield. Then modernized the old-fashioned script typography, and used clean-cut lines but left the accent on the R. The text block was another challenge as the area was exceptionally small, but the amount of text was not. The goal was to create a neat block that was easy to read for the average consumer and still make it look presentable and cohesive with the rest of the can
Illustrations
Knowing the technical print limitations we decided to go with vector-based illustrations in primary colours, using a dot technique that would mask the naturally occurring pigment dots on the can
Multiple SKUs
As Utenos Radler always comes out with new flavours, it was important to create a set of visual elements that could easily be adapted to a new SKU, while remaining cohesive with the core range
Credits
Client: Švyturys-Utenos beer Agency: étiquette Art direction: Irmantas Savulionis Design: Beatričė Baronaitė Lau Prepress designer: Beatričė Baronaitė Lau Account management: Ramunė Slepovė Illustrations: Olexa Andryuschenko Photoshoot: étiquette photo studio Photosoot concept & Art direction: Beatričė Baronaitė Lau Photographer: Irmantas Savulionis Photoshoot postproduction: Beatričė Baronaitė Lau