Package & identity
“You don´t drink any milk at all?” “No milk, no… Milk is for babies. When you grow up, you have to drink beer”.
One of the bold and humorous statements by Arnold Schwarzenegger from the documentary Pumping Iron. It is also the quote that Kraft, a fictional beer brand, has chosen to build their visual identity around. Their core values are quality and humor.
The logo is based on the famous hand shake from the movie Predator and the imagary is from Schwarzenegger`s golden days. To balance of these two cheesy influences the remaining design is kept in a tight and minimalistic manner to convey quality.