Puffy Rat (Concept)

Derrick Lin


Designer: Ning Li
Project Type: Concept
Location: New York, USA
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminium,
Printing Process: White foil

Puffy Rat is a Brooklyn-based conceptual beer packaging. Representing the Brooklyn characteristic in an irreverent way? The idea was inspired by a scene that happened everyday in the subway station, the fleet-footed rat. Only the dark locales can chill out rats and made them turn into the observers to an environment. Therefore, the white foiled eyes and teeth of the rats will stand out when the packaging is placed in a dark environment to mimic the scene. In addition, the products differentiation shows in the backgrounds, IPA is the tunnels and pilsner are the pipes, just as where rats like to stay.