Craft brew is still a niche market in Israel, accounting for only 2% of total beer sales in the Mediterranean nation, according to a recent report from the USDA. That same report also notes that the craft beer segment is developing and, in addition to imports, the local brewing scene is on a growth trajectory.
One of those local brewers riding the craft wave in Israel is Shevet Brewing & Distilling Co, who brought in studio Butterfly Cannon to create a brand identity from the ground up. The brand had to reflect the co-founders’ spirit of playfulness and camaraderie in a contemporary way that connects with the local market.
Shevet is Israeli slang for “tribe,” and there are fewer better ways to roll with the squad than on a tandem bicycle, used as part of the logo. The bike is an extra-long one, and with empty saddles, invites beer fans to “hop on.” The hand-drawn wordmark is in Hebrew, and the brand palette gets dominated by blue and white, Israel’s national colors. Additional copy is presented in English, a nod to the global vision of the co-founders.
Each beer finds representation with a distinctive character having traits inspired by the style of the brew. The figures are also European, and a nod to their respected beer cultures. All are playfully drawn and exude a whimsical attitude that is both fun and refreshing, not smug and intimidatingly didactic, a trap that craft brands can unwittingly fall into.
Butterfly Cannon’s work struck a chord for the craft “brewstillery,” as it is selling 5,000L a month and has over 100 listings, with a US exporting deal in the works.
