The Most Illegal Beer is a unique product with a unique visual identity. A beer that breaks all beer conventions, it boldly challenges gender prejudices, both in the beer market, and in societies around the world. Its striking, rebellious design remarkably stands out on the beer shelves, as a provocative symbol of female resistance and unity. The look of it not only amplified its powerful story against gender inequality, but also unmistakably established Muschicraft as THE feminist beer brand in people’s minds.

The Most Illegal Beer was sold in bars, stores, and E-shops – which could also deliver abroad. Sales raised money to support Women For Women, an organisation that fights for global gender equality. After a quick sold-out, a second batch is already brewed.

Muschicraft, which translates as “Pussy Power”, is a feminist beer brand founded to provoke the “male standard” in the beer world. That’s why The Most Illegal Beer was created for it. It’s a step further for the brand to challenge the other “male standards” prevailing in our societies around the world – the laws that were written by men but are still restricting women’s freedoms nowadays.

Since 2010, World Bank has been publishing the “Women, Business and The Law” report every 1-2 years. Part of the report is to review the unequal laws around the world. Over a decade have passed. Almost no common people have been made aware of such widely existing gender injustices, and many of these laws remain unchanged. To drive faster progress, we need to raise wide public awareness and create greater momentum for change. The Most Illegal Beer was born for this mission.

The unequal laws broken by The Most Illegal Beer were primarily based on the “Women, Business and The Law” report 2023. The 2024 report was released only after our project.

Both today’s world and today’s beer category are still dominated by the “male standard. In over 70 countries worldwide, laws made by men continue to prohibit women from doing things that men can do, denying women the same choice of jobs and personal freedoms as men. Meanwhile, beer shelves are still filled with gender stereotypes.

The Most Illegal Beer was created under the mission to challenge the gender prejudices in both worlds. The beer set out to spotlight the outdated, sexist laws long hidden in the legal systems globally, driving faster progress by starting a wide conversation. And its design was aimed to provoke and disrupt the prevailing sexism in beer labels.

The beer was sold in a long list of bars, stores, and online too – which could also deliver abroad.

As a feminist beer brand, this time Muschicraft stepped up to challenge both the sexism in the beer market, and the gender injustices worldwide.

The Most Illegal Beer breaks the laws from over 50 countries, simply because it’s made by women.

Women from around the world gathered to create this beer, doing the things that are forbidden for them but allowed for men. They worked in brewery with yeast, produced alcohol, cleaned and repaired running machinery, pulled night shifts, used hand trucks, lifted heavy beers, drove trucks, wore make-up and tight, low-cut jeans, drank beer in bars, and more! The entire process intentionally violates the sexist laws from their countries of origin, including Russia, Uruguay, Italy, Madagascar, and the USA.

The beer was designed into a bold symbol of female resistance. With this provocative product, we intended to also target men and include them into the conversation.

In the male-dominated beer world, our product was designed to be a provocative symbol of female resistance. The visual identity took a rebellious, anarchic approach, with a bold, unpolished graffiti style.

The core visual is a graffiti icon reminiscent of female vaginal labia. The name is completely hand-sprayed, looking authentic and imperfect. Apart from that, Anton is chosen as the main typeface, to send a bold, direct message. The cohesive look is supported by rough sprayed textures.

The beer was launched on International Women’s Day, sold in a long list of bars, stores, and online too – which could also deliver abroad. The profit went to Women For Women International, an NGO fighting for global gender equality. We also send the beer to law makers in countries with such unequal laws, to drive change.

The campaign consisted of posters, city projections, cut-outs, stickers, beer coasters, and social media assets.

During the campaign, brand mentions of Muschicraft raised 4000%, while its social engagement went up by 1571%. With this project and its unique visual identity, we put this feminist beer brand firmly onto the map of the male-dominated beer world, and in people’s minds too.

The beer so far has garnered over 1.68B reach worldwide and generated over 3.4M Euro earned media. It amassed coverage and sparked discussions even in countries with laws broken by the beer, like Russia, Italy, the USA, China, Uruguay, etc.

Online conversations about these unequal laws have increased by 290%. Everyone was activated. Men were engaged in the gender equality talk more than ever. They got inspired to rethink the reality of gender inequality, and even to demand change.

The Most Illegal Beer gave Muschicraft 300% faster sales growth than category average. After a quick sold-out, a second batch is already brewed.