When it comes to pioneering new flavors in the craft beer world, few dare to tread where Cerveza Cru Cru and Bala have ventured – the creation of a grasshopper-infused GOSE beer. Defying conventional brewing and design norms, they’ve concocted not just a drink but an experience that challenges the palate and excites the imagination.
A semi-abstract illustration strategy avoids the pitfalls of literal representation and sparks curiosity.
An acidic color palette mirrors the beer’s unique salty and malty notes, transporting drinkers to vibrant terraces in Mexico City.
The identity of GOSE hinges on its iconic use of grasshoppers, embracing its role as a category-first.
Delving into the heart of Mexico City’s culture, Bala co-founder Rodrigo de la Reguera draws on a multi-sensory tasting experience to inspire the label’s design. Each aspect of the label is crafted to evoke the beer’s sensory journey, from the first tangy sip to the last savory gulp, incorporating elements of the grasshopper in abstract forms.
The challenges of creating something so radically different didn’t deter the Bala team; it spurred them on. They viewed the project as a chance to honor both the innovative flavor of the beer and the graphic representation of the insect at its core. GOSE’s label became a canvas for connecting with beer aficionados and the culturally curious.
The label’s psychedelic aesthetic is intentional, using a typography that elicits the grasshopper’s physical traits and the vibrant energy of its essence. Even transforming the shape of the letter ‘O’ to encompass the excitement around this unique ingredient, Bala cleverly shaped a perception that is as bold as the beer itself.
As a result, GOSE’s branding goes beyond the bottle. It’s a dynamic, living system, adaptable and ripe for animation, perfect for creating a buzz in the digital realm. Here, the aesthetic created by Reguera and his team isn’t just seen—it pulsates, inviting the consumer to not just taste, but truly experience the unconventional.
