Graphic

The limited edition craft beer Applicant is a stout, porter, and ale with chocolate notes. The beer is brewed in honor of Alexander Cherkasov, a graphic designer and art director with extensive experience in brand identity and packaging design. The inspiration for the chocolate flavors was experiments and unusual combinations that Alexander embodies in his projects.

The main idea of the design is based on the metaphor of personality. The image in the center of the label resembles a portrait of Alexander, where each fragment of the “face” is filled with meaning. This is not just a portrait it is literally a life story. The name Applicant speaks for itself. It is about the search for new opportunities and readiness for challenges.

Typography plays a central role in this design all text elements are united and structured according to meaning. Particular attention is paid to the balance between aesthetics and functionality: modern fonts are easy to read and combine perfectly with each other. The typographic solution also symbolizes thick beer foam. On the back of the label there is a laconic infographic that emphasizes Alexander’s professional qualities.
The label colors are inspired by different types of chocolate. And the gold coating of the can symbolizes the chocolate wrapper and completes the image of the packaging. The semi-matte varnish makes the surface of the labels pleasant to the touch. The uniqueness of the series lies in its lively character the facial expressions of the portraits on the labels change. This not only differentiates the SKU but also adds a human touch and expressiveness to the images.

The design of this beer is a way to make a statement, giving the world an opportunity to look into his eyes. Alexander Cherkasov believes that every applicant will find their dream job, just as every beer connoisseur will find their taste in the Applicant line.