Misty Atmosphere of Koronet Unfiltered
The project became a continuation of our successful collaboration with the Koronet brand, for which we had previously created label designs for the Pub Draught and McKilt varieties. This time, the task was to develop a label design for a new premium beer — Koronet Unfiltered — in a distinctly British style.
The key challenge was to embody the concept of “mist”: the unfiltered nature of the beer became the foundation of this idea. The goal was to convey it visually — to make the mist look atmospheric, British, yet at the same time modern and appealing, rather than dull or gloomy.
As the central element, we proposed a stylized image of London Bridge set against the silhouette of a big city. This recognizable symbol instantly evokes the right associations with Britain and sets the desired mood.
We used a palette of muted gray and silver shades to create the effect of London fog.
The hazy golden tint of the beer itself became the starting point for building the atmospheric background of the label. Through the smoky backdrop — reminiscent of the morning mist over the Thames — the familiar silhouette of London emerges. In the foreground, the iconic bridge rises majestically, serving as a symbolic hallmark of the variety.
The entire composition creates a coherent image that tells the story of authentic English beer, born in the heart of the “foggy Albion,” from the very first glance.
Project team:
Ilya Pushkar — Art director
Irina Shebeko — Technical director
Yan Ignatovich — Designer
Yuliya Kostyukevich — Designer, Illustrator
Olga Oleinik — Managing partner, Creative director
Natalya Elinskaya — Account director
Anna Vasiukovich — Project manager
Angelina Yanik, Head of Brand Groups:
“The marketing team was tasked with developing a label for a new variety in the Koronet premium beer line, designed in a British style. For this task, we turned to AVC agency, with whom we had already created labels for two previous Koronet launches — Pub Draught and McKilt. Looking ahead, I can say that we were fully satisfied with the results across all three products.
When working on Koronet labels, in our view, the main challenge is the extremely limited space — the collar and a narrow strip at the bottom — which makes it difficult to visually convey the product concept. Another ‘star-marked’ task, specific to the new variety, Unfiltered, was to capture the essence of fog/haziness, since fog lies at the heart of both the product and creative concepts. But it had to be done in a way that didn’t feel gloomy or dull.
The agency handled these challenges effectively and elegantly. As the key design element for the new variety, they chose a stylized image of London Bridge against the silhouette of a large misty city — the result was highly atmospheric and distinctly British. To depict the fog, they proposed a complex composite shade with subtle blue undertones — this gave us an appealing, non-boring mist. It is worth noting that the agency took the initiative to offer print supervision for the label, ensuring that the final shades matched exactly what we had approved digitally and conveyed the mood we were aiming for. We accepted this offer, and it became an important stage in achieving the final result, which fully satisfied us.
We would like to express our gratitude for the professionalism, dedication, and ability to listen and truly hear us at every stage of our collaboration. Not only did the result delight us, but the communication throughout the process was also effective and pleasant.”
