Agency: Hired Guns Creative
Photographer: Sean Fenzl
Project Type: Produced, Commercial Work
Client: Driftwood Brewery
Packaging Contents: Beer
Packaging Substrate / Materials: Glass bottle
Driftwood Brewery’s new Goldynwell Folköl, (literally “people’s beer,”) is named for the Well of Urör, or Well of Fate.
“We draw from the Well of Fate; human destiny is but a drink we’ve poured and tasted tenfold.”
This can design depicts three Norns; female beings from Norse mythology who write the fates of Gods and men, drawing their sacred waters from the Well of Fate at the base of the world tree, Yggdrasill.
The luminescent colour palette shines brilliantly, sun spikes and bright, geometric lines draw the eye into the label’s focal point, the golden well that holds the Norns’ magical waters, which feed the roots of Yggdrasill. The hand-illustrated type is inspired by Nordic runes of the Younger Futhark style, originating in the 8th century.
In Norse myth, the Norns would score their fortunes into wooden staves. Here, their auguries are carved into the edges of Goldynwell itself. For sooth-seekers fortunate enough to hold this fine folköl in their hand, the future is easily foretold, should they be ready to receive the Norns’ sage advice.