The agency decided to abandon the cliches - Art Nouveau ribbons, heraldry, gold, crimson and green colours, Schwabacher font etc. They are overused and not communicating the needed craft. The agency put emphasis on simplifying the logo and marrying the analogue world, represented by a series of fine pencil-drawn motifs and lettering, and digital world, represented by simple shapes and clean spaces filled with an unorthodox colour-coded palette distinguishing the 15 beers.
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