Richard Creative Director /​ Brand-writer

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With apologies in advance to Birra Moretti and Heineken N.V... and anyone who's landed on this before me :)

Here's a quick idea that's been rolling around in my head for a bit. Mainly because I can't believe it's not already been done. And most likely I'll discover it has, the minute after I share this.
Anyway...

Given Moretti's Italian heritage, the relationship between the letters in the brand name and the word they form (is there a word for words that live inside other collections of words?) has been shouting at me. So what's a designer to do, other than make something of it?

Here's a mannered version that's a bit more boldly graphic and some scrappy little pretend applications to take the idea for a walk around the streets and bars where a Moretti would show up.

MADEIT CREDITS

  • Richard HillClient
  • * RichardCreative Director / Brand-writer
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