Ground Zero, a brand that has won a lot of hearts

Ground Zero is an independent studio beer that shelf with a large portfolio of craft beers. It is “stubborn” to deliver the highest quality beer with many varieties of tastes and flavours. Every beer produced is 100% natural, and the taste of each bottle of beer sends you on a “tasteful adventure”.

Goals of the packaging redesign

“Ground Zero” did not want to receive graphics solution completely different from the current solution. The visual direction and personality of the current label had to remain in the inscribed solution and “prove” that it can be continued throughout the product portfolio. In other words, Ground Zero seeking a strategic shift brand image, complicated to disrupt the existing consumer preferences and loyalty. Probably the most difficult aspect of the project, which is the main success factor of this design direction, is the ability to bring together all the beer sub-categories under a unitary concept. In this way, we ensured that the “Ground Zero” brand remain faithful towards the strategic direction which was consecrated in its own category and retains its recognition for consumers.

To beer, or not to beer

The graphic concept of the beer is associated with the independent and creative spirit including the story of Ground Zero beer, Alin Matache, a professional poker player who invested all the money earned in the company. In a highly competitive market, like beer products, the Ground Zero brand needed to tell its story through its own label, well-defined and close to its core values. BroHouse tried to maintain the brand’s spirit and personality and not break the emotional ties with the loyal consumer. Shortly, the graphic style of the current label from the funny character that “self-detonates”, the style of the fonts to the colour palette, has “polished” better. In this way, we managed to maintain the product values and honesty, without fooling the consumer with a new label and “wow”. BroHouse knows very well that design is a creative personalization process that is driven by purpose, planning, and intent.

Shortly, the team tried an update BroHouse line design, simple, contemporary and consistent that encouraged its own consumers to choose products from different categories, but inside of the same brand.

Winner of the Pack Romania 2018 for the creation of the Ground Zero Beer label

Pack Romania magazine in partnership with Ground Zero, organized the second edition of the “Think about the box” competition. The theme of the edition was the creation and production of the label for the 4-pack type packaging of Ground Zero craft beer.

After a thorough evaluation of the works entered in the contest, the jury made of Mihnea Ghilduș, (Dizainăr), Dragoș Motica (Ubikubi), and Sebastian Bucur (Ground Zero Beer) selected the projects of those who entered the final production stage and teamed up with a dedicated packaging manufacturer.        

The team of Costin Oane (founder of BroHouse-design and branding agency) and the producers Romprix and Total CMYK  was the winner of the second edition of the design and production competition, “Think About The Box”.     

Thank you to #GroundZeroBeer, also the jury members and all the partners and sponsors who made this edition!

The award further enriches BroHouse’s growing list of awards in the field of packaging design. The agency had previously been recognized at the Pantawards in 2020 for VegieLife and in 2022 for Crida Pharm.