A Concept For Craft Beer With Philosophical Ties

by Natalie Mouradian on 04/12/2017 | 3 Minute Read

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Denis Bezrukov designed this colorful packaging for a conceptual craft beer brand, The Duck-Rabbit Craft Brewery.

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"Years ago, before Paul Philippon became a professional brewer, he made his living teaching university philosophy. A version of the duck-rabbit diagram (which looks like a duck or a rabbit depending on the viewer's perspective), appeared in a philosophy book Paul admires (Philosophical Investigations by Ludwig Wittgenstein). He liked the idea of using a logo with ties to his former life.  And now our team of designers has decided to paraphrase Paul's approach. Having noticed the similarity of an ampersand to a duck we have finished it so that it also looks similar to a rabbit."

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"For the basis of this conceptual redesign, we set ourselves the objective to simplify the work as much as possible for the design of the packaging and other carriers of visual identification. This is so that even the owner of the brewery could gather any materials which would be necessary for the design with ease. Therefore, having finished the design, we also integrated it into the Heuristica font as an alternative to an already available ampersand. At the same time, the design of the Duck Rabbit was developed for tracing and each weight of font." 

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Designer: Denis BezrukovArt Director: Alex MogilnichenkoLocation: Russia

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