Spruce Tip IPA
Packaging / Illustration / Label Design
Spruce Tip IPA is a west coast IPA brewed with spruce tips. My idea behind this label was to create a trippy lumberjack. In my head I imagined the lumberjack is walking through the woods when he is suddenly entranced by the rich aromas of fresh spruce tips and loses his mind.
One of my main goals on this project was to get the consumer to pick up the can or interact with it in some way. My logic was if I can get them to pick up the can then it's already half way into the cart. To do this I made the composition take up the length of the label. My hopes were the customer would have to turn or pick up the can to see the rest of the artwork and would be closer to buying the product.
