Moscow – Design student Ivan Maximov has created a new identity for takeaway beer for the Mug chain of football pubs in the city.
Take Away Beer, Makes the Atmosphere consists of recyclable paper cups with a cardboard carrier, a similar aesthetic to that of takeaway coffee. A sticker on the lid identifies the brew, such as pale ale or lager, and the date it was filled. The carrier notes that the beer is ‘Handcrafted with courage’.
For more on how beer is becoming increasingly sophisticated, read our micro trend about beer connoisseurs.