Dude Design reimagines St George as a pop icon for San Zorz beer

Royal Unibrew tapped into local pride with the launch of San Zorz, a beer brand rooted in the cultural and geographic heritage of Italy’s Friuli region. The challenge was to craft a brand that spoke directly to the area’s strong traditions while reviving the legacy of the historic San Giorgio brewery. Creative agency Dude Design developed a bold new identity centred on a futuristic pop-art reinterpretation of St George — the region’s patron saint — to bridge past and present. From a custom wordmark evoking Friulian dialect to detailed illustrations and symbolic design choices, the branding captures the resilience, landscape and cultural richness of the region in a proudly local visual language.