Malt Rage © 2023
Art Direction
Creative Direction
Design Direction
By: Fex
Malt Rage – A brand full of rage, just like you.
The Concept: Anti-Pretentious Craft Beer
Malt Rage started as a simple idea between a couple of friends trying to make a beer that doesn’t fall into the pretentious and arrogant world of craft beer. Sounds simple, right? Well, it wasn’t. That idea meant staring straight into the monster that the craft beer industry has become. Inevitably, you get a little angry watching how the whole system works. So, what better way to express that anger? We needed the brand to look and feel just as angry as the situation made us. It only felt right.
Strategy
To channel this raw honesty, I developed a high-contrast visual identity inspired by Dark Art and underground culture. The goal was to create a disruptive brand that breaks away from the clean, minimalist clichés of modern craft beer, opting instead for graphic power and visual grit. Every stroke of the illustration is a response to the industry’s status quo.
Deliverables & Execution:
Dissident Visual Identity: A graphic system that embraces raw energy and defiance over conventional aesthetics.
High-Impact Illustration: Custom iconography designed to serve as the brand’s visual manifesto.
Packaging with Attitude: Label design that prioritizes bold shelf presence while communicating a clear message: no pretension, just great beer and pure rage.
Cans & Bottles
Adaptability was key in developing the Malt Rage ecosystem. Whether applied to the sleek verticality of a 330ml bottle or the wider canvas of a 440ml can, the visual identity maintains its raw energy. The label wraps were designed to offer a 360-degree experience, ensuring that as the consumer rotates the product, new details of the ‘monster’ are revealed, making the act of drinking a ritual of discovery.
Packaging System
The packaging for Malt Rage isn’t just a container; it’s a tactical tool for shelf disruption. I focused on a high-contrast layout where the central illustration commands attention, framed by aggressive typography that reinforces the brand’s ‘anti-status quo’ message. The use of deep blacks against vibrant accent colors ensures that the brand remains legible and iconic, even in the chaotic environment of a crowded craft beer fridge.
