BREW­ING UP A STORM

Computer Arts - - Showcase - BREW­DOG ABSTRAKT by O Street www.os­treet.co.uk

“The whole idea be­hind ABSTRAKT is to push the en­ve­lope on what we ex­pect from beer,” says O Street art di­rec­tor Neil McDon­ald. “I wanted to bring this idea into the de­sign, and blow it up.”

The blurred bound­aries be­tween art and beer, the lim­ited-edi­tion small batches – each known by a code – and the unusual flavours of the brews all fed into ABSTRAKT’s new iden­tity and pack­ag­ing.

The ty­po­graphic sys­tem with scored-out type was in­spired by the ‘coded’ el­e­ment of the beers: “It has an ab­stracted qual­ity, and is brave and con­fi­dent, much like the wild flavour com­bi­na­tions of the beer,” notes McDon­ald.

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