The Good, The Bad and The Evil are the names of Nørrebro Bryghus’s new selection of bottled beer. The Good is an American pale ale. The Bad is a quadruple Belgian ale, and The Evil is a strong, black imperial porter. The design and the names communicate the three different kinds of taste and beer.
The jury says
The Good, The Bad and The Evil is clearly a very strong contender in the Message Received category. Its design is capable of creating synergy across the range while maintaining the products’ individual differentiation. The understanding of the taste differences is clear and clearly aligned with the design. It is brave and bold to describe a taste as good, bad or evil, and that makes the range stand out in its category.