Laurent Herzog Design & Branding BELLA BIONDA by Publicis Communications Zurich


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Industry Beers and Ciders
Media Design & Branding
Market Switzerland
Agency Publicis Communications Zurich
Art Director Pascal Herzog
Released December 2011

Credits & Description

Category: i. Own Label and Private Label brands
Product/Service: BELLA BIONDA
Art Director: Pascal Herzog (Publicis Communications Schweiz)
Media placement: Bottle - Bars & Restaurants - 17. December

Describe the brief from the client
To design a beer label for the micro brewery of DJ pioneer Laurent Herzog from Zurich.

Describe the challenges and key objectives
It was wished that the design is just as individual and unconventional as Herzog himself, yet easy, cost effective and flexible to produce.

Describe how you arrived at the final design
An unusually designed label measuring 5 by 11 centimetres was printed on tape. But how is that supposed to work? Easy: Rip off a label every 11 centimetres, tape it onto the bottle and you’re done.

The shape used for the labels was intentionally designed to be larger than the layout itself, giving every bottle its very own and unique appearance. The expiration date, which Laurent writes on the labels himself, completes the personal touch of this fine beer.

Give some indication of how successful the outcome was in the market
Small, trendy and well-known restaurants and bars, in and around Zurich, stacked up on the beer, showing great interest in the label design. This resulted in a trebling of production. As of today 'Bella Bionda' can be found in 6 fashionable establishments in Zurich, a trend that is increasing.