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Novaidea is an Italian advertising and Graphic studio, who has worked in the fashion sector for more that 20 years, and has recently decided to expand into new sectors. Their latest work is 32 Via dei Birrai:

“32 is the number of the class that includes beer according to the Nice international classification, which indicates and categorises products and services. 32 Via dei Birrai represents a new language in the boundless scenario of the brewery sector. It resets and redefines the usual. It takes the habitual concept of “beer” into another dimension. It becomes design in the form of a bottle. It involves experimenting in terrain that goes beyond triteness: from the choice of the container to the graphic packaging, from the proposal of culinary combinations to the selection of the places where sales take place. Beer thus becomes an abstract concept, although enriched by colour that draws and kindles the gaze, projecting it into a soft and somewhat mysterious atmosphere.

The circle, a curved line able to outline the brewing tradition cycle and to lead to the discovery of as yet unknown routes, thanks to the happy insight of a skilful master brewer, a business expert and an engineer with a passion for homebrewing. Whether for fun or for pleasure it is in any case a new brewmaker style, which intends changing the way of perceiving beer and opening it up to complementary worlds. 32 Via dei Birrai has come into being.”


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