Niklas Antonson

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Amager Bryghus

This is my final exam at the Danish School of Media and Journalism. My goal was to make an identity that could show the personality and forces of Amager Bryghus and create coherence between the many different types of beer but at the same time separate different series from each other.
In my solution I have focused on the tone of voice that AB is using. It’s relaxed, humorous and at times ironic. On the back of the labels there are factual or made up stories about the beers and they never use the classic text about ”This beers goes well with…”.
The redesigned label is built on the shape of the new logo. The angle on the logo decides how the visual elements can be shaped.
The solution also shows how the designer, with the given rules, can create series using colors, typography and design.

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