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Grado Plato® Brand Identity & Label System

  • Fabrizio Garda
  • marta monge

Since 2003 Grado Plato® has been crafting their solid, no frills beers out of their brewery in Chieri, Italy. A place where respect for traditional processes mixes up with willingness to try new things, creating unexpected ingredient combinations. As the brand is growing and refining its image, we were asked to capture its true spirit through a punchy new brand with real shelf standout. This is our proposal. Credits Art direction & Design ...... Marta Monge, Fabrizio Garda Photography ................. Enrica Maggiora Project Management .......... Marco Signoretto Field ....................... Identity, Packaging, Illustration Typeface .................... Stonewall50 by Feeld + Bobby Tannam Published ................... March 2020 _ SuperSuperficial Collective©

Logo Redesign

Further than updating and simplifying the original fermenter shape, we softened the harsh yellow / black palette juxtaposition by veering the latter towards a deep blue and introduced a bolder lettering, allowing the brand to stand out in its own typographic dignity.

We used  Stonewall 50, a brave multi-width display font that also happens to celebrate the 50th anniversary of Pride and the 1969 Stonewall uprising. To keep up with a new, sharper look, we suggested a change in the design of the beer bottle too, opting for a more distinguished one capable of amplifying those 45° cuts connoting the "O"s in the logo.

Layout Concept

Each beer name hints at a story, sometimes a personal one, shared by the founders and kept in some kind of secrecy, as the inside joke of a group of close friends. We liked the amount of history behind each bottle and wanted to celebrate that, without giving away those personal stories. That's why we chose to approach the project with fully colored illustrations that give sense to those beer names – even though a fully twisted one.

Real-life stories get blurred and mixed-up with hyperbolic, out-of-the-box scenarios – that time the guys tried mixing Weizen style German hops with a Chinese green tea turns into a man in traditional Bavarian costume escaping from an untamable tiger.
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