NOTE: This project was preliminary and exploratory, starting back in 2020. I am thrilled to have been a part of this process but I did not design the final brand.

Go check out what the brand ended up becoming here!

(and if you’re local, go grab a beer!)

===

The brand language of Florian East Brewery Concept is characterized by simplistic scenes depicted in construction paper cutouts, creating a charming and simple visual aesthetic.

Inspired by the art of Polish poster design, Florian East embraces a minimalist approach that employs the tactile qualities of construction paper cutouts. This unique artistic technique adds depth and texture to the brand's visuals, evoking a feeling of authenticity and handmade craftsmanship.

Vintage matchbox labels featuring colorful fruit drink designs with Czech text promoting juices and syrups. Each label has illustrations of fruits like strawberries and cherries, and beverages with smiling faces.
Heart-shaped design with six color sections, each labeled with a hex code: #292622 (dark brown), #00AF58 (green), #1C52C1 (blue), #FFCA01 (yellow), #FF292A (red), #F69FD9 (pink), and #FFFFFF (white) in the center.

Florian East's use of construction paper cutouts underscores its commitment to preserving a childlike wonder and joy. It communicates a sense of approachability, inviting consumers to join the brewery on a journey of shared experiences and memorable moments.

Illustration featuring construction paper cutout shapes and vintage paper textures, including examples of simple scenes like a flower pot and more complex figures like a cat and Matisse-inspired human forms. Text highlights decorative ideas such as "Gloom & Glamour Dark Lager & Stray Cat Stout."
Three beer bottles labeled "Stray Cat Stout" on a reflective surface, with water droplets on them. The central bottle has a label featuring a cat silhouette on a colorful background.
Flower Pot Pilsner beer bottle with red and yellow construction paper flower design, standing on a reflective surface.
A brown bottle of dark lager with condensation, labeled "Florian East Gloom & Glamour Dark Lager," featuring a paper cutout silhouette of a woman on the label.

additional materials below

here’s some bonus stuff we didn’t go with. felt like a waste to just throw it out

enjoy :)

Collage artwork with newspaper clippings forming an arch shape featuring the words 'FLORIAN EAST' overlaid. Includes colorful geometric shapes in pink, green, and yellow.
Design concept for 'Florian East' featuring geometric shapes, textured patterns, and conceptual text. Includes colorful cutout designs, geometric fonts, and illustrative graphics with descriptions of the design ideas, such as using simple geometries,
Illustrated label for Florian East Cork'd Town Blonde Ale, 5.0% ABV, featuring a cork popping from a bottle. Descriptions highlight easy-drinking, slightly malty, with notes of light bread, toast, wheat, biscuit, sweet malt, hops, and fruity esters.
Abstract geometric design with colorful shapes on a textured background, alongside text "FLORIAN EAST OLD BOAT DRY HOPPED SOUR 4.5% ABV".
Florian East Smokey Da Beer label featuring abstract orange and white geometric shapes on a black background. Text includes beer details: Smoked Porter, 5.0% ABV, with tasting notes on the right.
Collage featuring a vintage automobile with a driver, a historic architectural building in the background, a couple with a dog in a pink tinted area, and geometric shapes with the text 'Florian East.' Stylized elements combined with a retro theme.
Florian East beer label featuring a vintage-style collage with a man and woman, yellow flowers, and abstract shapes. The label describes the beer as "Smokey Da Beer," a smoked porter with 5.0% ABV, featuring tasting notes of light bread, toast, wheat
Collage featuring a vintage ship labeled 'Southern Cross,' a woman in early 20th-century attire, the U.S. Capitol building, and a blimp in the sky. Text reads 'Florian East Old Boat Dry Hopped Sour 4.5% ABV' with a QR code.
Collage of vintage scene with a couple, car, stone bridge, and cherry pie slice, labeled 'Florian East Cherry Nice to Meet You Fruited Sour 3.5% ABV.'