2DADS

2DADS approached Pentagram to create an identity for its craft beers that would help the brand stand out in what has become a very crowded marketplace.

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In contrast to the more traditional, illustrative approach taken by most craft beers (and echoing 2DADS’ somewhat unconventional name), the design team took a much bolder approach with a typographic solution.

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Adding to the idiosyncratic feel, a campaign featuring black and white, quirky non-beer or drinking-related imagery overlaid with type reinforces the idea that 2DADS is offering its customers something different to the usual, more predictable craft beer offer.

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