CEO, Founder and Creative Director of Above Brand.
I always wanted to create a brand that I would have loved to see around. I wished it to be sustainable, to follow ethical principals and have a message to spread: the beauty of multiculturalism. In the past two years, while freelancing, I founded Above Brand. I was responsible for every aspect of the brand creation, from the idea to the product launch. I worked on the design, the production logistics, brand management, marketing, social content, and everything related to the creation and maintenance of it.
At Above Brand we brew creative beers bottled in stylish eco-friendly packaging. We make them in collaboration with the best European brewers. We are proud to use organic ingredients and produce small quantities to have quality control. We live and breath in a beautifully multicultural society and dedicate each beer bottle packaging to a different country. Our first beer is dedicated to Japan and made in collaboration with Dutch vandeStreek Brewery. Our beer testimonial is the Japanese DJ and singer Kiki Hitomi. We aim to provide a great experience and inspire.
Shortlisted for Branding and Packaging at The Dieline Awards and Creativepool Awards competitions.
- Charity auction hosted by Uncommon Creative Studio in support of Create. Create is a charity that supports disadvantaged and vulnerable people through creativity. It believes that the creative arts develop learning, social skills and self-esteem. And that everyone - regardless of circumstances, behaviour, age, gender, race, disability or sexuality - deserves that chance. Seventeen cases donated.
- Rainbow Trust Children's Charity which supports families who have a child aged 0-18 years with a life threatening or terminal illness in the need of bespoke support. Twenty-six cases donated.
- Centrepoint that supports more than 10,000 homeless young people each year. At Centrepoint, they help vulnerable young people by giving them the practical and emotional support they need to find a job and live independently. Eighteen cases donated.
- The British Film Institute (BFI) is a film and charitable organisation which promotes and preserves filmmaking and television in the United Kingdom. It was established by Royal Charter to encourage the development of the arts of film, television and the moving image throughout the United Kingdom, to promote their use as a record of contemporary life and manners, to promote education about film, television and the moving image generally, and their impact on society. Twenty-one cases donated.
I decided to call it Above Brand because the Brand wants to inspire and provide an experience which goes beyond the aim of selling. It's above the traditional, the expected, the conventional. It's brave and wants to inspire, be sustainable and remain independent in a capitalistic market. The target of the Brand is Art Lovers, Designers, Well-travelled and demanding people, with a conscious view towards climate change and a love for excellence. From this point, I started the creation of a niche brand. There is a substantial difference between the branding approach a designer can have for a global brand and a niche one. For global brands, communication has to be straight-forward and simple, but in other cases, the conversation can be more elaborated. That's why I wanted to experiment, going beyond branding design rules, do something different and intricate which contains hidden messages and provides unicity, from the beer flavour to the packaging production technique and campaign look. Despite the experimental approach, two are the core aims of the Brand, be sustainable and love cultural differences, which are, funnily enough, strictly related.
We search beyond the surface, to bring you the unique, the creative inspiration, the top organic experience.
We are all about cultures. For us 'differences' are not reasons for division but opportunities for collaboration.
The bottle design is a tribute to Japanese culture, and the white pattern used on the bottle is a reinterpretation of a traditional Japanese Seigaiha pattern. Seigaiha is a well-known pattern that consists of concentric circles that overlap representing sea waves, it brings peace, wealth and abundance, as the sea does. I have studied its shape and re-drawn it to give it a contemporary feel and personalise it.
The Logo Mascot appears in different colours throughout the campaign and represents Above Brand community. Has a tear dropping on its face a symbol of compassion. The idea it's inspired by the Hinduist goddess of compassion Tara, who borns with a tear falling from her face. The reason for using such a potent symbol is because, with Above Brand, we are spreading the message of the beauty of differences and the importance of a multicultural society. I decided to create a mascot that could represent that, as compassion is essential to accept yourself and others.
Parts of the mascot's face create the pattern used for posters. The idea is to regularly create new posters extrapolating shapes from the mascot face to give the impression that Above Brand embraces all races, shapes and colours. The contours represent people who are living peacefully and get together to form Above Brand mascot's face.
The idea is to create unique edition beers in collaboration with the best brewers and dedicate their bottles to different countries with a pattern representing their visual culture. The second and third edition will be devoted to China and South Korea. The black container used is made with recycled glass and screen printed using organic colours. I love screen printing bottles for the look of it and because it allows the usage of the entire cylinder surface. Moreover, the screen printing technique is eco-friendly as uses less recycling processes than paper labels or shrink sleeves. With a proper recycling system can also be washed and re-used.
Workshop at New Designers 2018. Re-drawing patterns for products.
A case study on craft beer branding.
Francesca Martorelli, Founder and Creative Director of the sustainable beer company Above Brand gave an inside look into the unique process the company takes in dedicating their beer designs to inspiration drawn from different cultures and traditional patterns. Francesca provided a case-study on the first Above Brand craft beer bottle inspired by Japan, giving an understanding into the company’s process of selecting a contemporary interpretation of a well-known pattern, and applying a pattern to different products including bottles, mats, glasses and clothes – including a look into the process of finding and selecting suitable suppliers.
A special thank to Designer and Photographer Lucia Rusikanova who assisted me during the photoshoot and Musician and Signer Kiki Hitomi who is the campaign model. Jewellery Designer Elisha Francis who designed the septum worn by Kiki. Copywriter and Designer Justin Lim who helped with the campaign copy. Designer Matteo Reggi who helped with the design of the pins and Set Photographer Chris Hoare.