Drav

A beer identity built to work on shelf

Drav was Wedge’s first project: a beer brand whose limited advertising budget made retail packaging particularly important. The studio sought a design that could stand apart from both illustration-heavy craft labels and familiar commercial-beer conventions. The fictional Duff Beer from The Simpsons supplied an unexpected reference for a simple, recognisable presence. Strong shape, prominent naming and an unusual category palette became the central design ingredients. The identity was conceived to carry recognition on the shelf, and the range subsequently expanded into additional flavours and ready-to-drink cocktails.