Ilma and the Quattro Elementi Brewery compete in Best Label

Ilma Etichette and Quattro Elementi Brewery are participating in the Best Label competition, launched by Solobirra, a special area of Hospitality – Salone dell’Accoglienza, because, beyond the product itself, its visual identity can make a difference.

The 45th edition of Hospitality, Italy’s largest Ho.re.ca. trade fair, is scheduled from February 1 to 4, 2021, in Riva del Garda. Its Solobirra area is a recognized showcase for the craft beer industry, featuring exhibitions, tastings, and high-level training.

A Fair That Highlights Graphic Design

Alongside the technical and tasting contest, which evaluates the organoleptic qualities of all unpasteurized craft beers, there are two additional competitions: Best Label, for the most original and attractive labels, and Best Pack, celebrating packaging creativity. These contests emphasize how crucial label graphics and product packaging are, even in the craft beer world. Today, alongside product quality, visual presentation and the ability to tell a story have become essential. The Ho.re.ca. reference fair rewards the most creative and visionary projects, with awards presented during the first two days of the event.

The Competitions

Now in its third edition after two successful years, the Best Label contest once again challenges breweries with innovative label designs for 2021. The competition is open to craft breweries with their own production facilities, Beer Firms (companies producing private-label beers), Brewery Rent operations (companies using their own recipes but outsourcing production or renting equipment), as well as pubs and beer bars. Graphic and communication studios, and designers who created outstanding new beer labels, can also participate. Prizes include €2,000 for first place, €1,000 for second, and €500 for third, plus a special technical prize of €500.

Best Pack 2021 is the new contest dedicated to craft beer packaging, vital for enhancing the appeal of a quality product. Eligible participants include the same categories as Best Label, as well as graphic studios, printing houses, and packaging companies.

Quattro Elementi Brewery

Ilma Etichette and Quattro Elementi Brewery decided to enter the competition with the labels they developed together, designed to tell the story of the brewery and its production. “We are four partners,” explains Christian Finazzo of the brewery. “From this came the idea of the four elements, reinforced by the fact that four elements also make up a beer. Graphically, we chose to represent the four elements with four triangles, each linked to one of our recipes, in a very intuitive and simple way.”

• Water is a light, easy-drinking beer for any occasion.

• Air symbolizes lightness.

• Fire is a stronger red beer with chestnut honey, represented with a small bee at the top of the triangle.

• Earth is also a structured beer, with strong hop flavors, reflecting its connection to the land.

Labels in the Competition

“The graphics that tell the story of our beers were entirely self-produced,” Finazzo continues. “Our beers come in two different formats for different audiences. The 0.50L bottles and labels are designed for restaurants, bridging the world of beer and wine. The 0.33L bottles target a younger audience and faster consumption, primarily in bars. The labels for the competition were produced by Ilma on Cast Gloss White Ultra WS, a moisture-resistant white paper from Arconvert. Printing was done with HP Indigo technology, and labels were further enhanced with a soft-touch finish.”

For more information about the Best Label competition, visit the official website.