With bold colors and even bolder type choices, designer Matteo Di Iorio has created a lively and distinctive line of beer labels for London brewer Yeast17.

This playful approach to packaging seems to be a good fit for the brand: the brewery’s name is a play on the 1990s boy band East17, and the beer names are puns: Grain Damage, The Beery of Everything, etc. On the labels, these beer names are transformed into giant textures, set in Fit (and without word spaces!), daring the interested beer drinker to try to solve the puzzle.

The logo and all supplemental text are set in Colophon’s Space Mono. The type in the logo is customized with a few of the letters rotated, underscoring Yeast17’s irreverent style.

Di Iorio explains his type choices:

The wordmark design embodies the playful spirit of Yeast17 brand with rotated letters and its idiosyncratic custom designed typeface. The visual research leads to the creation of a bold and vibrant colour palette reflecting the pop culture of their naming along side the usage of the uncompromising and unmistakable typeface Fit. The typeface adapts its forms to the space within the label limits, in this way the beer’s names become a graphic property in itself creating different patterns for each beer. The result is a new visual expression that is distinctive on the store shelves and that embodies the soul of Yeast17: ironic, pop, anti-boring, bold and playful.

I am always impressed when folks find a use for my typeface Fit, and even more impressed when clients sign off on it!