Butterfly Cannon Brings Chill, Tribal Vibes To Israeli 'Brewstillery'

by Rudy Sanchez on 08/28/2020 | 2 Minute Read

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.

Editorial photograph
Editorial photograph

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.

Editorial photograph
Editorial photograph
Editorial photograph

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.

Editorial photograph

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.

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