During the Autumn and Winter of 2016, O/O Brewing released three new beers, which further established the company as one of Scandinavia’s top breweries. With Narangi, the second release, securing a position on RateBeer’s top 50 IPAs worldwide list, things are really looking bright for the Gothenburg based brewery.
With the link to India being clearly established through the beer’s name, we looked at visual links between the fruit flavoured beer and Indian [visual] culture. The link between an orange, in its most abstract form, and a bindi* was too obvious for us to avoid.
On the side of the label, we also repeated the name of the beer (नारींगी) and updated the pronunciation guide, all rendered in hindi.
For the campaign images, we built a set out of found bricks, which we then covered in bindi pigment.
In a series of expressive works, Benaroya is turning the popularised image of the strong, dominant male on its head by instead portraying muscular women. Seeing that the craft beer scene is still very much dominated by a homogenous group, namely white men, we felt that it would be interesting to use one of these works for the label. In discussion with Benaroya, we selected a painting depicting a woman rendered in blue, with long, black hair, overpowering a pink-coloured man, gasping for air. Unfortunately, this motif was deemed too violent and - as it featured a hint of a female nipple - also breached Systembolaget’s (Sweden’s national alcohol monopoly) ‘no nipple policy’ and was therefore not accepted. The struggle continues. Consequently, a not less powerful, but ultimately less challenging work of Benaroya’s was selected for the label.
The label design and campaign is also a humorous nod to an old Swedish advertising campaign for Stena Line’s border shop, showcasing a muscular man carrying two bags of beer with a t-shirt saying ‘Öl byggde denna vackra kropp’ (Beer built this beautiful body).