Crafting stories of legacy with every pour.
Industry
Craft Beer, Beverage
Market
Serbia
The brief
Đeneral & Tango is more than just a beverage brand, it’s a tribute. Each beer is named after a historic figure: General Draža Mihailović, a symbol of resilience, and Blagoje Jovović, remembered for his audacity and moral conviction. The brand’s ambition was clear: to stand out in the crowded craft beer scene while paying homage to these larger-than-life characters.
I was brought on to develop labels that feel like a celebration of tradition and national pride, without tipping into cliché. The portraits had to carry weight. The typography had to anchor the brand in heritage. And the finishes, like foil accents, had to elevate it all to a premium, collectible level.
The design
At the core of the visual concept are hand-drawn portraits, meticulously crafted to reflect the gravitas of the men they represent. Each detail was refined to preserve the humanity and strength of the figures, giving the labels the feeling of framed illustrations, not just product design.
The type system blends classical influences with a modern edge, supporting the narrative without overwhelming it. Carefully placed metallic accents, blue for Tango, gold for Đeneral, bring both hierarchy and visual richness, inviting the eye to linger. These labels don’t scream for attention; they command it.
"We had an idea of bringing traditional and modern values together and Ivana did an incredible job. It exceeded our expectations on several projects and we look forward to future cooperation."
Branko, Founder of Đeneral & Tango Beers
