The bottle label includes designs referencing Bongang’s West African upbringing, nodding to the origins of the versatile folio grain.
Carlsberg has collaborated with Brooklyn Brewery on an integrated campaign surrounding the world’s first 100% fonio beer, brewed in Carlsberg’s Research Laboratory without the use of barley or bittering hops.
Fonio was created as part of Brooklyn Brewery’s ‘Brewing for Impact’ spot, launched by brewmaster Garrett Oliver to celebrate 30 years with Brooklyn Brewery. The campaign aims to spotlight the ancient West African grain fonio and its untapped brewing potential and ability to drive positive change in the industry. Seven other breweries from across the globe are taking part in the initiative.
A couple of things set this brew apart from the beers we’re used to: its strength (7.5% ABV) and its complex flavour profile. Fonio promises a vibrant and delicate finish, with soft aromas of apricots, white peaches, and melon, as well as an underlying sweetness and lingering bitterness.
In celebration of the grain’s West African origins, Carlsberg and brand design agency Taxi Studio developed the bottle’s striking label with Cameroon-born commercial muralist, designer, and painter Kevin Bongang.
According to Martin Fresle, the studio’s associate creative director, the creative team at Taxi Studio discovered Kevin and his work and was captivated by his modern style, which is deeply rooted in his traditional West African heritage.
“We were excited to find a connection between Kevin’s background and the fonio brew, leading to a modern creation using a traditional ancient grain.”
Bongang says he was “immediately interested” in the opportunity from the moment he saw the email and felt like it was meant for him. He recalls thinking it would be an amazing collaboration, even before taking the initial call.
“I am originally from Cameroon in West Africa, so I tapped into my background and channelled some of the bright colours I saw growing up,” Bongang explains.
“I was also very influenced by West African fashion and woodwork, which resonates in the artwork I created for this campaign.”
Growing up in Cameroon, Bongang noticed that almost every adult wore beautifully patterned clothes with colourful hues. These visual memories inspire the art he creates today, and his work on fonio is no exception.
Bongang says: “There are a lot of layers to it, and I want the viewer to spend time with it, taking away their own narrative.” He challenges viewers to spot some recognisable elements within the design, such as African drums and even an outline of the continent of Africa.
Fresle explains that Taxi Studio took cues from Bongang’s style for the label design, opting for colour combinations that felt “modern and dynamic yet distinctly African”.
The fonio brew is currently positioned at the more premium end of Carlsberg’s portfolio. Considering this, Fresle says that Taxi Studio was mindful to add those more premium cues, resisting the craft beer aesthetic, which fonio most definitely is not.
As part of the wider project, Carlsberg and Brooklyn Brewery have developed a brand film that will be shared on social media and online, showcasing the fonio grain and the creation of the new brew. The film was directed by Improper Agency, and a series of shorts for social media were also produced.
