Above Brand sustainable Beer Firm dedicates its organic beers to the beauty of multiculturalism committing each bottle design to a different country's visual culture.
Every bottle design will have a different craft beer made in collaboration with a new microbrewery.
The first beer released is dedicated to Japanese culture.
Above Brand, identity rotates around the concept that a new beer is released every six months. The brand identity has to stand out from the beer packagings having a strong look.
Bright and punchy colours are used throughout with a prominent usage of the Logo Mascot. The Logo Mascot is a character representing Above Brand community.
Has a tear dropping on its face as a symbol of compassion, inspired by Hinduist goddess of compassion Tara, who borns with a tear falling from her face. Empathy is essential to accept others and live peacefully in a multicultural society.
Every beer release will have its testimonial which represent the cultural and artistic side of each culture chosen. For the first edition, Japanese DJ and artist Kiki Hitomi appear in the campaign. She lives in Leipzig, Germany and for the campaign, I went to visit her to take photographs of her daily life choosing the lake where she uses to chill over the summer and her favourite park where she hangs out with friends and her daughter.