Translation of the article:
To celebrate Israeliness
The 75th Independence Day edition of "Malka" beer and the Hakerem company is dedicated this year to the Shamir brothers. The beer labels will feature graphics by the brothers, who were the first graphic designers in Israel, and worked from the mid 1930s to the early 1990s. Maor Helfman, director of Israeli beers at the Hakerem company, explained the choice: "Malka beer is the largest and oldest craft brewery in Israel. A few years ago we wanted to celebrate Israeliness, and we did so using figures of leaders designed for us by Amit Shimoni. These were illustrations of leaders as hipster figures, and it was a huge success. We realized that we were on to something and we must make it a tradition every Independence Day”.
"This year we wanted to pay tribute to the Shamir brothers, among the first designers in Israel, even before the establishment of the state. They are responsible for iconic posters that we all grew up with, as well as the state emblem and the post office logo. We wanted to pay homage to them at the centre of the stage. We contacted the Shenkar Center for the Study of Art in Israel, who holds the rights to their collection. They were very enthusiastic and saw this as a way to continue the glorious legacy of the Shamir Brothers. They contacted their heirs, who agreed. We received a database of hundreds of posters and illustrations, and they told us we had a free hand. We chose the five posters we most connected with: one that calls for the Hebrew youth to join the navy, one for women to join the army, and more."
To the question of whether this is a move that is more marketing than economic, since it is a release for a short period of about a month, Helfman answers: "We are a financial organization and a factory that sells and produces. Once a year we invest heavily in a special line. We dedicate it to patriotism, certainly in the crazy days These. However, in the end it is profitable, because more buzz is created. There are those on social networks who own all the editions, and there are those who are looking to exchange bottles."