When the city has a lack of colors, cars can be the most efficient solution… Gyumri is one of the biggest players in the beer market in Armenia. Having a vision to remake their brand in the future and target Gen Z specifically, the brand started with delivery cars. In Armenia, creatively branded cars are a rarity. So, we had a chance to become game changers and decided to put some color on the cars in order to make them recognizable and eye-catching. The phrase “Gyumri goes well” has an interesting meaning in Armenian. Armenians say alcohol goes well if it is delicious, and you enjoy your drink. So, we hit the point because Gyumri beer is one of the leaders in our market. Just like “beer goes well” means it’s pleasant to drink, “the car goes well” means its pleasant to drive. So, when printed on vehicles, the phrase has a double meaning. Design created by Zuck&Berg, Armenia for Gyumri Beer, within the category: Alcoholic Drinks.