Ground control to Collider: Duzi Studio’s brand for the non-alcoholic beer is awash in retro-futurism

Collider is a non-alcoholic beer that transcends the realm of traditional brewing, focused on creating a sensory experience through its concoction of mood-boosting nootropic and adaptogenic ingredients. It packs all the fun of drinking beer, minus the negative impact of alcohol – a timely product that responds to the shifting consumer trends in the beverage market. To underscore Collider’s adventurous spirit, London-based strategic design agency Duzi Studio looked to the design tropes of the ’80s and a retro-futuristic theme when designing its identity. “Retro-futuristic design explores the contrast between the past and the present. Collider is a brand encouraging a change in an age-old mindset and our relationship with drinking alcohol, and so, the approach seemed fitting” Co-founder & Director Charlotte Carnegie-Brown tells us. “The ’80s was a time of technological advancement, vibrant nightlife, positive mindsets and attention-grabbing design. Collider’s maximalist yet structured aesthetic seeks to embody these attitudes, inviting consumers to adopt the open-minded optimism often associated with the era.” The product itself finds the harmony between out-of-this-world thinking and social truths – to the team, sci-fi inspiration jumped out as the perfect sweet spot to express the identity of the brand due to its themes of possibility, exploration and scientific advancement. “And we couldn’t ignore the want for a fantastical and whacky narrative voice, dialling up the feelings of nostalgia that come with ’80s graphics and films,” says Carnegie-Brown. The team picked Founders Grotesk by Klim Type Foundry for the all-capital wordmark, chosen for its “precision, geometry and functional finish.” The font’s sense of structure is offset by Jogan, a pixelated typeface inspired by early video games that’s used for the supporting text, and amps up the futuristic tone of the brand. There are also other accents – set within the ‘O’ of the wordmark and used on the bottle caps is a star or a ‘spark,’ symbolic of a moment of collision. “This symbolism is twofold; from a brand perspective, the moment of collision is representative of the perfect combination of social and science, bringing together the two worlds through a carefully created concoction of adaptogenic ingredients that collide together to deliver a wholly unique and uplifting experience,” Carnegie-Brown explains. “From a consumer perspective, the spark symbolises a burst of energy; an uplifting moment; a boost in mood.”