Philosophiæ Naturalis Principia Mathematica
BRANDING, PACKAGING, STORYTELLING. 2020 – 2021
Principia is a brewery whose main drive is to create beer that awakens the sense of wonder and discovery through meticulously crafted beers. While most breweries appeal to the artisanal aesthetics, Principia became an opportunity to talk about beer from a new perspective: science. The challenge was on how to speak about science without drawing upon obvious resources such as scientific formulas, or outer space imagery. After research and thinking, the scope focused on depicting the sense of discovery, that is in its essence the actual motto of science.
ART DIRECTION: MARIO HGNO BALLESTEROS
COPYWRITING: OLGA VILLEGAS, KAREN VIZCARRA
DESIGN: ALEJANDRA VALDEZ, MARIO HIGINIO, LILIAN NAVARRO, SANDRA GARCÍA, MARIANA SANCHEZ
PHOTOGRAHY: FREDY “EL GATO” MORFÍN, VANE VINCENT, HIGIFREDO
ANIMATIONS: JURGEN “EL MAPACHE” ARVIZU + FREDY “EL GATO” MORFÍN
As we focused on science as a virtuous tool that connects the the inner and the outer universe the mind of a cosmic ponderer (and brewer), one of our inspirations was the film 2001 A Space Odyssey at its most metaphysic message: scientific progress as a spiritual and conscious evolution that set the ground for the future of humankind and human species. Next to it, the notion of knowledge in classical Greek culture: Mount Olympus and the golden rays that enlighten the human intellect against the darkness of ignorance. We translated these concepts to a visual system that aims to represent an image of how thinking and thought looks like: structures of playful subtle shapes that come together gracefully within the order of the brain that is of the universe: A visual language that leads us into an abstract dimension inside the mind and the cosmos.
While inspired in the idea of discovery and science in its creation, the objective was to awake the idea of discovery in the consumer; each of the beer style labels is inspired by a physical phenomena: American wheat refers to the theory of relativity proposed by Einstein, Session IPA is related to electromagnetism studied by Michael Faraday, Oatmeal stout is about the Large Hadron Collider, Craft lager alludes to the infinite expansion of the universe, and the fruit sour version is inspired by radioactivity and Marie Curie. While these are the core initial beers for the brand, they set up the scenario for future versions of speciality beers.
As part of the solution, the master brand icon is based on a malt spike, a symbol of agriculture linked directly to civilization, in this case interpreted as a stellar map: A reminder of our place in the universe. Along with this core identifier other icons were created. These represent different basic elements of the universe such as space/dimension, light/ darkness, space and time. As part of the identifiers we also created a cosmic-brewer-thinker, a tribute to all the scientists and thinkers that have made the understanding of our world as we know it now possible, and so they made it possible to sip beer, here on this place of the universe we call earth.
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