Malt'n Marvel is a Greek beer worth marvelling at
Mythology
Donkey Brewery on the island Santorini in Greece have the market cornered, but there's a new kid on the island. Malt ‘n Marvel have launched their first two products: a pale ale and Santo larger, aimed at the local market and the overcrowded tourist population. Santorini is a lively place with cruise boat after cruise boat surrounding Santorini daily and Instagrammers frequenting exclusive retreats.
Based on this broad customer base and their non-existent brand loyalty, AG Design Agency believed they needed a product with strong differentiation. I think this goes without saying and is just a fundamental principle of good design. Tourists travel to learn about a country’s history, become cultured, have authentic experiences and for fun. Malt ‘n Marvel’s strength is that it feels authentic, talks about the mythology of the area and it looks fun. I can't think of a better way to learn about Santorini than by drinking beer.
The brand imagery depicts elements of the Argonauts, a troupe of Greek heroes who embarked on an expedition around 1300 BC to find the Golden Fleece. Drinkers can embark on this remarkable journey just like the Argonauts, passing rogue waves, basking in the sunshine, falling in love only to be left broken-hearted, meeting a very long dog and a beer-loving man with a volcano head.
Malt ’n Marvel’s name honours both the beer and the uniqueness of Santorini. Malt is a key ingredient in the beer-making process and Marvel means to be filled with wonder or astonishment. Santorini lives up to these descriptive words, the steep cliff faces, scatted white houses with blue roofs, pristine bays and the raw rocky volcanic landscape.
What other brands utilise mythology?
Duppy Share
In Caribbean folklore the dark Duppy Spirits travel between the islands, visiting distilleries and stealing rum left to age in oak barrels. These pesky spirits are true blending masters and only take the best. The label tells this story across a day to night panoramic, fitting parallels as rum is happily consumed during the day or night.
