Beer Speaks, People Mumble

COURSE_ PACKAGE DESIGN 3
INSTRUCTOR_ TOM McNULTY
PACKAGING_ BEER


OBJECTIVE

Select a beer or wine company to rebrand their identity and packaging. Design 3 or more varietals or beer styles and a carrier for the bottles.

BRIEF

Lagunitas is the 6th top selling craft brewery in the US and are well known for their unique interpretations of traditional beer styles, specifically IPA’s. Their interesting beer names and quirky stories about each beer style on every label sets them apart from the competition.

SOLUTION

Before the redesign, every Lagunitas beer label was different, with only a few elements that were consistently carried throughout each label. The goal was to create a cohesive and consistent line of beer style labels in order to unify the brand—while still being able to retain the individual personality of each beer style. This new design puts a bigger emphasis on the brand’s identity than it had before by having a strong and consistent focal point. By elongating the bottle shape and creating a category-disrupting 6 pack carrier, it now creates more shelf impact and a stronger presence in the beer aisle. Each beer style differentiates itself through color and type treatments.