Czech beer is renowned worldwide for its quality and tradition. For this limited-edition project, the client wanted to emphasize its origin and traditional brewing methods. We developed the concept “Cheers from Czech Brewery Village” with panoramic illustration of rural life centered around a small brewery – featuring hop and barley fields, coopers crafting barrels, a train transporting freshly brewed beer, and neighbors gathering to share food, all overseen by The Goat as a brand symbol.
The panorama unfolds across six cans, each telling its own story of village life and beer production, accompanied by headlines reflecting typical Czech sense of humor and its close connection to beer culture.
It was a great honor to collaborate with American illustrator Michael Halbert, whose distinctive style brought the concept to life.
Client: Asahi Breweries
Agency: McCann Prague
Illustrator: Michael Halbert, INKART Studio
Copywriter: Tereza Hendry
Art Director: Lenka Sobotková