Case file 03 / Passion project / Brand identity

12 Grains

Georgian heritage and vintage culture, brought into a contemporary beer-brand identity.

Brand identityBrand guidelines

Context

12 Grains is a beer-brand passion project inspired by Georgian heritage, vintage culture and contemporary branding.

12 Grains, a passion project

The identity draws on the visual language of old Georgian culture: classic Georgian comedy films, vintage posters and traditional graphic styles beloved across generations.

Luxurious without being pretentious. Playful without losing elegance.
Rooted in tradition, still contemporary.

Vintage-style illustration of a woman holding a glass of 12 Grains beer beside a gazebo — The brand's world, drawn in the language of old Georgian posters.

The idea

A timeless product with a story. Nostalgic yet relevant, refined yet playful, deeply cultural without feeling distant.

The identity

The logo is inspired by old traditional stamps, vintage and premium, with colour bringing out the brand's character.

Secondary logos for Hoppy Lager and IPA — Secondary logos, one idea, two expressions: Hoppy Lager and IPA.

The visual language

Blue
#466998

Light blue
#CDE4FD

Orange
#E4A64F

Pastel red
#FF7E6B

Dark turquoise
#0E6D59

Typography: MC Sabetchdi Regular and Carollo Playscript — MC Sabetchdi for Georgian accents, Carollo Playscript for English, with Assox and MC Ring in the logo.

The product

Hoppy Lager can design, front and back — Hoppy Lager design.

IPA design.

The world around it

A moodboard of Georgian film stills and vintage posters, translated into a social media aesthetic.

Moodboard of vintage Georgian posters and film stills