Agency: forceMAJEURE Design
Creative Director: Michelle Mak
Designer: Emily Sylvester
CGI Artist: Mariana Escobar
Project Type: Produced, Commercial Work
Client: LIDL
Location: Brooklyn, USA
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminum

Hypnotic Beast is a new vibrant range of craft beers with intriguingly bold flavors. Each of its unique ales and beers features a unique, whimsical creature that represents the craft and imagination behind each brew. For the inception of Hypnotic Beast, we built the brand concept, developed its story, naming, brandmark and designed the collection’s packaging. Our vision was to create vivid and stunning story-telling illustrations that speak to the artisanal nature of the brand while delivering a memorable craft beer experience.

Inspired by each hypnotic concoction of flavors, we took inspiration from the fantastical Alebrijes dreamed up by famed Mexican artists. Painted with intense colors and intricate patterns, each 12oz can prominently features a mythical creature, made up of multiple animals. With crossovers between toucans, foxes, owls, and even otters, the iconic characters conjure intrigue and stir the imagination, while establishing a bold aesthetic to tie the range together and set it apart from its many competitors on shelf. The result is an alluring set of artisanal craft beers that are as unique as they are delicious.