Crumbs

Beer from unwanted, unused bread

SWEDEN AS A NATION THROW AWAY OVER 200 TONNES OF BREAD EVERY DAY. THAT’S 72 SLICES A SECOND. CRUMBS IS A BEER THAT TAKES SOME OF THAT WASTE AND TURNS IT INTO BEER.

We were asked to design a packaging concept and identity that would help the story behind Crumbs, the reasons for existing and it’s greater mission.

THE MARKET IS OVERLOADED WITH TRENDY BEER BRANDS RIGHT NOW, AND IT WOULD HAVE BEEN AN EASY ROUTE TO FOLLOW, CREATE SOME UBER COOL TRENDY LABEL THAT ALL THE BEER HIPSTERS COULD FALL IN LOVE WITH. BUT IN THIS CASE THAT APPROACH WOULDN’T WORK

CRUMBS ARE IN THE BUSINESS OF NOT ONLY SELLING BEER, BUT MORE IMPORTANTLY SPREADING THE WORD ABOUT WHAT AN AWFUL SYSTEM THE BREAD (AND FOOD) INDUSTRY FOLLOWS RIGHT NOW. SO THE BOTTLE HAD TO SPEAK TO THE MASSES, NOT THE INDIVIDUAL AND IT HAD TO TELL THE STORY.