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Craid is a fictitious brand of Irish beer that is designed based on the unique role of packaging in the beverage industry: as a container as well as a form giver to its content, consequently conveying the image and conceptualizing the qualities of the product. Its name is derived from the word 'cairdeas', which means friendship in Irish. It proposes a new ritual that takes inspiration from the act of breaking bread to share with others, celebrating the bond that they have.
Nanyang Technological University