Mikkeller goes French.
Product Stage: Design Competition Proposal Role: Concept Strategist and Lead Designer Team: Gustavo Garcia & Daniel Aguado
This project aimed to create a distinctive and playful design for a new Mikkeller Bar in Rochechouart, Paris. The goal was to draw inspiration from the 'Nouvelle Vague' movement in French cinematography, establishing a strong brand identity and attracting patrons in a thriving area.
To create a design that truly reflected the Mikkeller brand and the essence of the 'Nouvelle Vague' movement, we embarked on an extensive research phase. This involved studying mid-20th century French cinematography, focusing on its innovative techniques, playful narratives, and distinct visual style. The insights gained from this research formed the foundation of the design concept.
For the design competition, I prepared a compelling presentation that highlighted the unique aspects of the proposal. This included visual mock-ups, mood boards, and a narrative that connected the design elements to both the Mikkeller brand and the cultural significance of the 'Nouvelle Vague'.
The final design proposal successfully resonated with the cultural and aesthetic values of the 'Nouvelle Vague' movement, enhancing the Mikkeller brand's identity in a competitive market. By creating a playful and engaging atmosphere, the design positioned Mikkeller Bar as a distinctive and attractive destination for craft beer enthusiasts in Paris.