Arrow Head is a premium pilsner that is geared towards males ages 18-30. The client had asked us to design labels and a corresponding box for a wilderness themed beer company in order to gain more recognition and appeal to both their new and old customers. The colour palette was based on the idea of traditionalism, using washed out, muted colours with one accent colour to grab attention. Unlike other beer companies, a decision was made to use no icons or imagery but instead focus on producing only the highest quality of aesthetics through design elements such as spacing, color, typography, and shapes. The shape of a diamond was used to further emphasize the concept of traditionalism, using geometric shapes with bold, thick lines to tie everything together. The typographic choices were based solely on the idea of readability. The letters were spaced out evenly to help the consumer differentiate from other competitors on the shelves while also leaving a memorable impression of the company in their minds. Negative space was also used to help with the legibility aspect, making sure that the labels and box would be able to be readable from a steady distance.
