Information spiral: The beer with a hidden message

Yekaterinburg, Russia – In Russia, alcohol labels must include a requisite amount of information, which can take 50% of the label, resulting in an unclear design. Creative agency Red Pepper has used a novel approach for beer brand Polevskaya Varnya, making a label that harmonises the regulations and the design.

Red Pepper created a tree and bark motif, cleverly including all the necessary information in a spiral within the rings of the tree bark illustration. The packaging complies with labeling laws yet maintains a visual interest.

With increasing numbers of breweries closing in Russia, beer’s share of the alcohol market is shrinking. Polevskaya Varnya’s branding makes it stand out among its competitors.

For more on the dominant trends in Russia, read our Moscow Safari.