Pilsner can design with a west-coast flavour
Shortly after I arrived from Ontario, I've toured across BC, a place with many more breweries than where I grew up. Seeing both the exotic nature as well as the variety of beers everywhere inspired me to design my own line, using sleeve printing. It's a cost-effective solution for new breweries. Not only is it inexpensive in a way that allows rapid change, but the method means that the colours can pop off the shelf, helping them stand out compared with just printing the label directly on the can.
The finished piece
A pilsner for Vancouver Island: Here, I emulate the BC coast in look and feel. The Sitka Spruce is ubiquitous, both as a brand for clothing as well as a tree that is easy to pick out from the Pines, Arbutus and Cedars. This was the right icon to center this concept.
Concepts and ideas
While playing with typography and patterns, I tried a few different ideas. Across Canada, our trends seem to be moving towards a typography-centric look, but this locale demands that instead of pursuing this modern feel, it should take its inspiration from the surrounding nature.
Greens and Pine Needles
Pilsners are crisp and call back to the outdoors where the dominant colours on the coast are the blues and greens. To support this, I needed the colours to communicate "fresh", so I choose a cooler palette of greens and teals. Arcane is a font-family that has the look and feel that reminds me of the edges of the Sitka. The points at the mid-level are a natural match for the brand.