In 2020, the independent Parisian brewery Paname Brewing Company — located on the edge of the Bassin de La Villette — decided to shorten its name in order to gain impact, connivance and thus federate the Parisian spirit. To affirm this new positioning, the brewery requested a complete overhaul of its brand identity as well as a new design for its beer labels, more singular, attractive and readable.

I imagined an illustration inspired by the emblematic bridges that cross the Ourcq Canal and that make the neighborhood so special — thus anchoring the brewery in the local heritage. A simple, legible and impactful typography was chosen and reworked for the logo and the texts. In order to gain dynamism and depth, bright colors were chosen, a dot pattern was used in the illustration, graphic and 3D effects were added to the typography. The new brand identity was deployed on all media used by the brewery — business cards, brochures, bottle and can labels, boxes, tape, glass, cup, ecocup, coasters, fish-eye lenses, social media content, etc.