Frealas has designed the identity, packaging and print collateral for German beer called Haladis. The name Haladis, which was developed by the Haladis team, strives off the importance of “Heraldry” The initial meaning of the term herald is disputed, but the preferred derivation is from the Anglo-Saxon here (“army”) and wald (“strength” or “sway”). The team was was inspired by the dense forests and bold history of the founders surrounding the brewery in Hamburg where the beer is one of the longest brewed brews in the game.

Heraldry, the science and the art that deal with the use, display, and regulation of hereditary symbols employed to distinguish individuals, armies, institutions, and corporations. Those symbols, which originated as identification devices on flags and shields, are called armorial bearings. Strictly defined, heraldry denotes that which pertains to the office and duty of a herald; that part of his work dealing with armorial bearings is properly termed armory. But in general usage heraldry has come to mean the same as armory.

Heraldry originated when most people were illiterate but could easily recognize a bold, striking, and simple design. The use of heraldry in medieval warfare enabled combatants to distinguish one mail-clad knight from another and thus to distinguish between friend and foe. Thus, simplicity was the principal characteristic of medieval heraldry. In the tournament there was a more elaborate form of heraldic design. When heraldry was no longer used on body armour and heraldic devices had become a part of civilian life, intricate designs evolved with esoteric significance utterly at variance with heraldry’s original purpose. In modern times heraldry has often been regarded as mysterious and a matter for experts only. Indeed, over the centuries its language has become intricate and pedantic. Such intricacy appears ridiculous when it is remembered that in the earlier periods swift recognition of a coat of arms or badge could mean the difference between safety and death, and some medieval battles were lost through a mistake over the similarity of two devices of opposing sides.