Brand Strategy & Direction
The goal was to design a beer that feels mainstream yet premium, with strong shelf presence and immediate recognisability. Aucto’s strategy focused on combining urban wit with cultural symbolism, delivering a brand identity that resonates with an energetic and social lifestyle.

Design Process
Naming & Concept: The name “Gutsy Fox” was chosen to evoke confidence, agility, and local character—the fox symbolising Sofia’s spirit, and its tail referencing Varna’s coastal energy.

Bottle & Label Design: A clean, modern layout with bold typography and a playful fox tail element.

Colour Palette: A striking combination of black and vibrant orange for instant recognition and brand memorability.

Typography: Strong, vertical type for a bold shelf impact, combined with handwritten script for a playful edge.

Promotional Materials: A suite of social media posts and print posters were created to reinforce the brand’s stylish and energetic tone, ensuring consistency across all customer touchpoints.

Outcome
Gutsy Fox stands out with a confident identity that speaks to a young, social audience. The visual system and packaging created by Aucto combine style, tradition, and boldness—positioning the brand to thrive in a competitive pilsner market while staying rooted in local identity.