After a 50-year break, Finnish beer brand Varasto is coming back to market with a stunning yet tongue-in-cheek design by bluemarlin New York. The Sinebrychoff-owned brand launched early this month and has already exceeded all sales expectations with its sights set on becoming one of the top beer brands in Finland by the end of the year.Sinebrychoff, Finland’s leading brewery, recognized the opportunity to add a new product to their robust portfolio that includes popular beer brands, Koff and Karhu.Looking into the Finnish past, specifically in the city of Kerava, Sinebrychoff rediscovered Varasto, a clean and crisp beer originally brewed in the early 1900s.Bluemarlin’s challenge was to pay homage to Varasto’s heritage whilst also giving the brand a more contemporary feel that would appeal to a modern audience. For inspiration, they were provided with Varasto’s original label.To maintain the integrity of the original design, it was key to not be overly stylistic. So the seal keeps those slight imperfections in the type as well as subtle bleeding of the ink to capture the brand’s nostalgia and convey its classic character. The starburst behind the badge provides a bit of depth and dynamism while also contributing to the design’s overall retro-feel.The direct translation of the copy is ‘Storage Beer,’ thus the juxtaposition between the craft design and the seemingly generic copy gives the brand a dry sense of humour that will help it stand out in the market whilst appealing to the modern consumer.Varasto is the first project to launch since bluemarlin was selected as an agency of record following a radical restructuring of Sinebrychoff’s agency roster. Providing support in brand strategy and design solutions, the international network has been slated to work on numerous upcoming Sinebrychoff projects including an exciting brand creation as well as initiatives across their pillar brands.CreditsKatie Eaton - Creative Director, bluemarlin New York