For those keeping up with my blog, you will know that for my senior year capstone, I designed packaging and promotional materials for a craft brewery I created called Old Inkwell Artisan Brewers. This brewery carries Aleing Authors, a unique assortment of craft beers inspired by influential authors of the 19th and 20th centuries. Among the authors are Ernest Hemingway, Mary Shelley, Edgar Allen Poe, Virginia Woolf, F. Scott Fitzgerald, and Oscar Wilde. Each beer is specifically designed to relate to the work and life of the author, incorporating titles of novels, quotes, and imagery. The logo was hand illustrated, and I took reference from Victorian design, hand-drawn typography, and wood-cut illustrations for the design of my logo.
One of my major concerns was balancing the old with the new. I wanted my brand to have a nostalgic feel, yet be approachable to a contemporary audience. I used the portraits to bridge this gap by illustrating them in a style similar to graphic novels. This energized these long dead authors and primed them for a 21st century audience. The portraits would attract new eyes unfamiliar with the authors and their works but drawn to the illustrative style.
The six-pack crate was ordered from Etsy and designed by Timothy Giles. The wood was shipped laser-cut and disassembled, which I then constructed myself. The case was chosen primarily to display the labels and because the wood complimented the antique hand-made style of the craft beer. Ideally, customers could reuse this case, returning to the brewery for refills at a discounted price.
Over the course of the semester, I learned a great deal about these six authors as well as the rich craft beer culture and brewing process. I appreciate the visual language needed to create a sense of atmosphere and energize a product. I learned more about hierarchy and activating the space on the front of the bottle to create a dynamic composition. Exploring package design is something I want to continue because it offers so many exciting opportunities.