UMAN BEER
this is how we see craft
UMAN BEER is a product line by Ukrainian brewery “UmanPivo”. It had 4 existing SKUs with loyal local customers — but no clear brand identity.
The beer was recognized by taste but not by name.
It lacked positioning, character, and consistency across packaging and communication.
Key client requests:
– Redesign 4 existing SKUs,
– Develop 2 new ones from scratch,
– Define a clear positioning and tone,
– Build a visual and verbal system that could scale.
We started not with visuals — but with meaning. Our team at GRA Agency worked closely with the client to define the essence of the brand.
The result was a bold positioning line: “This is how we see craft.”
It’s not just a slogan — it’s a worldview.
This line became the strategic and emotional foundation for all packaging, identity, and messaging. A statement of taste and perspective.
We delivered a full-scope brand transformation, covering every touchpoint.
Our work included:
– Brand positioning and strategic direction,
– Defining the tone of voice,
– Designing a new visual identity (logo, stamp, typography, colors),
– Rebranding 4 existing SKUs,
– Creating 2 new product lines,
– Carefully redesigning a key SKU: “Tuchkove”,
– Applying the brand system to merchandise, transport, digital, and video.
The key creative decision was to highlight bold illustration and expressive typography.
– Each label tells a story built around the flavor,
– Typography is loud and emotional — reflecting the character of the beer,
– The visual system is recognizable, playful, and scalable across platforms — from shelf to screen.
UMAN BEER now speaks with one voice.
GRA Agency developed:
– All copy (from labels to website and campaign headlines),
– The structure and script for the brand’s video presentation,
– A consistent tone of voice across touchpoints,
– Visual and verbal assets for social media,
– A system for outdoor communication that complements the brand’s look and feel.
The brand’s statement — “This is how we see craft”
— is present in every touchpoint. It’s not just a line. It’s a signature.
UMAN BEER is no longer just a beer. It’s a brand with:
– A unique perspective,
– A bold and consistent look,
– A clear verbal identity,
– And the foundation to scale and grow.
This is how we see branding.
And this is how UMAN BEER now sees craft.
Want your brand to speak for itself? Let’s talk.
Project Manager — Sergii Maksiutenko
Marketing Director — Vadym Pustotin
Strategist — Lera Tikhomirova
Art Director — Lera Lesyk
Designer — Nadia Boldonova
Motion Designer — Bohdan Moroz
