Design: Ethan Brown
Location: United Kingdom
Project Type: Student Project
School: Norwich University of the Arts
Tutor: Lucy Blazey
Packaging Contents: Beer
Packaging Substrate / Materials: Glass Bottle
Printing Process: Digital Printing
Amped is a conceptual craft beer brand that turns up the flavour. Each beer embodies the songs you just have to play loudly, pairing them with specific types of beer to create a playful discovery: Pale Ale is Mr Brightside, the spicy IPA is Firestarter and the Amped Stout is Back in Black. The beer bottles have a reverse thread screw cap so when the consumer opens the bottle they are turning up the dial; releasing the amped-up flavours. Playful details surround the bottle, from volume dials that depict the intensity of the flavours to a sound wave inspired barcode.
The brand comes alive through its various touchpoints; from making consumers rock out when carrying the Amp inspired multipack to playful posters aimed to make you look twice. Ideas are hidden throughout the designs which fuse music and beer together creating an authentic and memorable brand which encourages you to Turn up the Flavour with Amped.
I believe that the design of the packaging is what makes it special. The unique subject matter, bringing music and beer together in a unique and memorable way would create a piece of packaging that would hopefully be viewed as different and ultimately grab the consumer’s attention.