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Not too sweet
not too bitter
Disenchanting the stereotype
Karmi is an alcohol-free beer known on the Polish market for many years. So far, the brand has been seen as a caramel-flavoured drink directed mostly at women. A change in packaging design was to emphasise the beer character of the brand and to present it as an ideal offer both to women and to men.
Duality of the brand’s nature in an iconic design
The new design emphasises on the beer nature of the product. We created the brand’s icon by combining beard of barley with cone hops. Simultaneously, we used a sheriff font in the logo, characteristic for the beer tradition, to emphasise on the quality and brewing craft. The combination of black with a sunny yellow refers to the brand’s visual heritage and emphasises on the dual nature and taste of Karmi – light bitterness with a hint of sweetness.