The makeover for Grado Plato beer is a knockout. Utilizing a unique bottle shape and featuring illustrations meant to tell a story from the founders. By maximizing on the inside jokes from the founders, the brand successfully balances playful with beer ethos perfectly.

Since 2003 Grado Plato has been crafting their solid, no-frills beers out of their brewery in Chieri, Italy. Since the brand is growing (and getting a beer garden in the trendy city center of Torino) and stepping out of a “we do it all in-house” kind of approach, we were asked to capture the true spirit of the brand while giving it a true makeover.

Each beer name hints at a story, sometimes a personal one, shared by the founders and kept in some kind of secrecy, as the inside joke of a group of close friends. We liked the amount of history behind each bottle and wanted to celebrate that, without giving away those personal stories. That’s why we chose to approach the project with fully colored illustrations that give sense to those beer names – even though a fully twisted one. Real-life stories get blurred and mixed-up with hyperbolic, out-of-the-box scenarios.