ZOMBEER SLD agency
Task
Create a creative platform, naming and design of craft beer for office workers to drink after work at the bar. Create a sense of a local brand brewed in a local brewery or bar.
Ideas and solutions
In Dark Market, it was important to create packaging that was a communication medium in itself and involved the user in the brand story. Users have to interact with the packaging and generate content on their own. In developing the concept, we took the insight that in the office, people need to respect boundaries. Both externally and internally: wear a shirt, don't be overly emotional. Only in the evening, having said goodbye to the office, you can throw off all the masks and be yourself. We have noticed that while people drink beer - often peeling the label off the bottle, when engrossed in a conversation or just get caught up in their thoughts. Based on this observation, we created packvertising, where the label has three layers. On the first layer we see a tired clerk, but go a little deeper and we find a zombie underneath, ready to have fun and get high. Now, when the man peels the label off the bottle, he creates his own design, which will be more valuable to him, since it will be real and his own personal crafting.
