LITTLE IPA, BIG FLAVOR
Typographic Can Label ReDesign | Mike Hess Brewing
The purpose of this project was to break down the visual elements of the can's original label design and to redesign the label using typographic elements and basic shapes only while maintaining the story of the brand and beer.
Above you can see the two different labels; on the left is the original can design with a really nice line drawing featuring Chronos the Greek God of Time. On the right is my redesign using typography and basic shapes. Realizing that time is what this beer is about and needing to maintain and elaborate on that story I decided to highlight the name of the beer making it the primary visual element through its size and contrast.
My research and investigation began with breaking down the elements of the can into just text. I printed all the words from the can onto a sheet of paper and cut them out individually. Then, I glued the words onto card stock using Typographic Hierarchy to change what elements are noticed first.
By taking the focus off of the brand name, Mike Hess; the story of the beer, 4:59 Little IPA, started to emerge. Through additional research, I found a connection between the ingredients and chose to represent them in the Nutritional Label (Ingredients List). My early iterations have the ingredients inside of the circles connected by lines placed along the bottom portion of the can. This changed over time and to better visualize the new redesigned labels in the real, I printed out each iteration and attached them to a can.
Knowing that time was the main theme of the beer, I decided to utilize the circle as the primary shape because of the importance of its relationship to time and a clock. Circles also have association with bubbles which are found in liquid and later sparked the idea to create a Venn Diagram of Ingredients as the Nutritional Label.
With the Hierarchy fairly figured out, I turned my focus to color. The saying used on the can says, "Why wait till 5 o'clock? Our 4:59 "Little" IPA packs the flavor and aroma of a "bigger" IPA into a crushable session beer..." Creating two color ways, I experimented with colors that are found in the sky during different seasons around 4:59. Using the can and halftone gradients I was able to create more than two colors.
So do as 4:59 says,
Don't Wait till 5 O'clock;
grab a hand full of refreshing
hop bursting relaxation and chill,
you deserve it!
º*º Thank you º*º
