METALHEAD is one of Bulgaria's most innovative craft breweries, melding the finest ingredients, cutting-edge techniques, and unparalleled craftsmanship to craft excellence in every sip.
When developing the creative direction, we emphasized the brewery's two main brand pillars: Artisanal Craftsmanship and their affection for Metal music.
We looked for inspiration in vintage horror and grindhouse movie posters. The overall creative direction is characterized by the usage of bold and expressive hand-crafted lettering, centric composition around a main character, and a limited palette of bold colors.
Our approach was to use ironic and over-the-top takes on traditional metal and horror imagery to broaden their consumer base and increase brand relevance among younger demographics.
We produced custom iconography and various typography treatments as part of the new branding.