TREF premium lager beer

product identity / packaging

TREF is a premium lager for young people who like naturally produced, drinkable beer. As a new product on the market, communication and design maximize the name’s visibility and draw attention to the product’s story with design innovation.

As TREF in Croatian means Clubs (clubs suit of playing cards in French deck) playing cards and their vertical symmetry were logically chosen as direction. So, the brand is designed as an ambigram logo — a designed word that reads the same when turned upside down. The design conveys associations with the phrases “You were dealt a good hand” or “lucky deal”. Eternal optimists whose glass is always half full and only lose in poker if they don’t have a good time will find themselves in the slogan “Either way”.

The selection of the scale of colors, materials, and techniques positions the product in the premium segment, with the necessary balance between the design of the classic approach of lager and craft beer design.

Client

  • Treffer brewery

Creative team

  • Izvorka Jurić (creative and art direction), Jurica Kos (design, presentation photography)
Awards and honors

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finalist in the Beverages category Pentawards Award
Pentawards, 2023, Worldwide

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finalist in the Design category IdejaX Best of Ad-Making
2023, idejaX, Croatia

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published in the book The Favourite Design Beer Edition
2022, International

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published in book Pregled hrvatskog dizajna 21/22
Croatian Designers Society, 2022, Croatia

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part of “Exhibition of Croatian Design 21/22”
Croatian Designers Society, 2022, Croatia

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New logo WOLDA 13 Gold Award
2022, International

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published on Packaging of the World
2022, International

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finalist ZGDW Award
Zagreb Design Week, 2022, Croatia