Urbanologi Brewing Lab

Urbanologi Brewing Lab was founded by Therese Krupa and Johan Krupa Syllner to ask a simple question. What happens when Swedish curiosity goes into beer?

The challenge

The craft beer shelf is crowded and loud. Every can fights for attention, and a new brewery has a few seconds to earn a second look. At the same time, serious beer drinkers distrust anything that looks more like an energy drink than a brew.

Urbanologi needed to stand out on the shelf and still hold up to scrutiny once the bottle was in hand.

The opportunity

We framed Urbanologi as a lab. The craft earns trust and the colour earns curiosity. Neither gets to win. Each brew gets one loud ink and its own papercut shapes, set on dirty, desaturated grounds with fine print laid out with care.

A bookish serif speaks for the brand. A handwritten signature on every label shows that someone stood behind the batch.

The result

A Fist Full of Hops, The Passion of Mango and A Stout of the Art each read as their own character, yet clearly belong together. The system carries from bottles and cans to kraft cartons, kiosks, merchandise and social.

On the shelf the colour pulls people in. In the hand the craft keeps them.