Designer: Maria Oldecop
Project Type: Student Project
School: Facultad de Arquitectura Urbanismo y Diseño de San Juan
Course: Diseño Gráfico IV
Tutor: Gato Ficcardi
Location: San Juan, Argentina
Packaging Contents: Craft Beer
Packaging Materials: Glass, paper, carton
The goal was to give the beer with a unique personality, rebellious and kind of freaky; matching its consumers. This was achieved by custom styling each of the beer collections (divided by its quality and price), with a touch of humor and irony, using a different technique and aesthetic for each one of them.
The first product line makes use of political correctness as a theme, modifying commonly used beer type names
The labels say:
– It’s not blond, it has a pigmentation deficiency
– It’s not red, it’s only in a state of fear or insecurity
– It’s not black, it only has a lack of luminosity
For the premium product line it was assigned to each type of beer (blond, red and black) a representative character, popular in Argentina or famous all over the world.
For Super Premium Beer, it was used a special bottle and packaging, with an illustration made in an old engraving style, which at first sight, it’s looks like a simple image of Adam and Eve, but given a closer look it´’s observed that they are smiling and surrounded by sin.
Easy going and fun, it is a unique design, with a subtle humor. Also, because of the diverse techniques used, it becomes a very open system that allows you to launch new lines of product, joined in their attitude and character.