An irreverent design concept with cultural references for the Idiot beer label, made on Tintoretto Crystal Salt Ultra WS, inspired by a Dostojevsky’s novel.
Frankies is a craft brewery based in Breclav, Czech Republic, and founded in 2014. As the motto says, “Two guys who brew beer”, this is a micro-brewery executed by only two people: two former homebrewers.
Despite its size, Frankies brewery is selling its beer across the country and abroad, as their focus is producing a high-quality beer. The desire of the founders was to bring unusual kinds of beer to their country and to share their passion for all the beer specialties.
Idiot Beer is brewed on Christmas and is aged one year in oak barrique barrels. Idiot is a really full and strong dark beer with a very balanced and smooth taste. The defining factor of Idiot design creation process was the beer style itself: a Russian Imperial Stout beer. The name of the beer is a clear reference of “The Idiot”, a Fyodor Dostojevsky’s novel. The main character of this novel is prince Lev Nikolayevich Myshkin, “a young man whose goodness, open-hearted simplicity and guilelessness lead many of the more worldly characters he encounters to mistakenly assume that he lacks intelligence and insight.”.
The graphic design is created by Ivan „yVANs“ Svárovský, a graphic designer and illustrator based in Brno. From the beginning, the design idea had to take up the visual motifs of the old classic books, with their detailed illustrations, decorative initials and pompous titles. Another inspiration was an old Russian banknote and all its many ornaments, those used as the basis for the Idiot’s label background.
Etiflex – a family owned printing company based in Czech Republic – followed its beliefs also on this beer label project: focus on detail, quality design and precise production. The label is digitally printed on a self-adhesive paper, produced by Arconvert: Tintoretto Crystal Salt Ultra WS is a pure ECF pulp paper, felt-marked on both sides with an exceptional high grade of whiteness and the Ultra WS treatment. The self-adhesive paper is embellished with the gold hot foil.
This label won the second prize at the Best Label contest for its irreverent design concept and the cultural references that are not taken for granted and last but not the least for the excellent printing execution.