Store chain of beer joys “Elliuneslo”Store chain of beer joys “Elliuneslo” is a new brand on the market of alcohol retail. On the wave of interest in craft beer, KONTRABANDA Project decided to open a chain of craft bars and stores, the first one was opened in Novosibirsk in autumn, 2015.The basis of the project concept was the idea of rowdiness and mischief, which allowed not to use everlasting stereotypes and to oppose a new brand to the bored standards of beer retail. The new project should become a breakthrough, to be really unusual and up-to-date with active young target audience. Thus, the visual concept and name – Elliuneslo (Ellie’s Gone) – were created. The name is fabulous, provocative and a little rowdy. The idea of breaking the stereotypes was reflected in all implementations of the brand. Everything from the architectural solution to the design of advertising materials is shown through the prism of a curved mirror distorting space. The ‘soaring’ container (fairy Ellie’s house), lamps dancing as if strong wind blows, creative copyright on the walls, 400 brands of craft beer from around the world – these are probably not the most interesting things about Elliuneslo stores.Russia's largest Craft Beer Festival was a part of the massive campaign to launch a new brand. It was co-organized by the teams of KONTRABANDA Project and KIAN in Novosibirsk and attended by more than 3000 guests and dozens of brewers from Russia and around the world.