Craft beer is on everyone’s lips. This particular one, however, requires patience because it is not an ordinary commodity, but a micro-brewery product made from regional ingredients. Put another way, this delicious beer, hand-crafted with utmost devotion, is well worth a wait. The brand name is quite straightforward. FUX, a variation on the German word for fox, was the nickname given to the brand founder by his friends and acquaintances. At the same time, the colour of a fox connects to the dark amber of the beer.
We translated the authenticity and character of this lovingly produced beverage into a graphic design with a corresponding aesthetic principle. The logo, which is as eye-catching on beer mats and labels as it is in full poster size, relies on a clear-cut expressiveness that is reminiscent of advertisements or arts posters from the early times of lithography printing. The craftsmanlike design, the lithographic style, and the simple visual concept give the brand a unique character against the elaborate flamboyance of conventional beverages. And the fox, definitely a female in this case, is not out to steal chickens, but the hearts of those who appreciate an authentic beer.
Client: FUX Craft Beer
Year: since 2016
Services: Research, analysis, brand character, naming, corporate design, implementation