Design: Jason DeCruz
Project Type: Student Project
School: Academy of Art University
Course: Packaging 3
Tutor: Christine George
Location: San Francisco
Packaging Contents: Beer and 6-Pack
Packaging Substrate / Materials: Glass Bottle, Wood, Paper
Printing Process: Inkjet Printing
Today, the idea of doctors prescribing alcohol to their patients seems absurd, so I decided to play on that craziness. I personified the beer brand with a fictional character named Dr. William Kilderkin. Soon after failing to sell his snake oil in the West during the turn of the century, he decided to take up medicine because he still wanted to help people. After seeing how good beer made him feel, he felt it could help his patients as well.
Many think he partakes in his medication a bit too much, but he placates them by saying, “Trust me; I’m a doctor.” Each beer label is a prescription for that particular “medication,” all with a complete list of side effects and ailments that it cures. I started by looking at the medical prescription sheets that doctors used back then. Their Victorian typography and rich, warm, color pallet helped shape the brand.
To simulate the doctor typing his prescription, I used the typeface American Typewriter. He even includes a portrait of himself so that the patient can see how obviously professional and reputable his medical opinions must be. He is, after all, a doctor, so he must know what he’s doing.
The concept follows a storyline with some dark humor. An alcoholic doctor prescribes you tailored alcohol for your ailments. It’s cheeky, fun, and funny.