The Challenge

Cloudwater Beer wants new artwork for their seasonal product line. The packaging has to be summer themed and  convey the products appealing  and distinguished flavor. The  design has to be original and unlike  typical beer packaging.

Key Features

The goal of this project was to create an original illutration for Cloudwater Beer’s summer  flavor.  I was asked to  produce:

1. one original illustration or graphic
2. a beer can design
3. a bottle design
4. a paper bag design

Key Words

Mystical, Hazy, Light

Research

Cloudwater Beer’s target customers are beer enthusiasts who are drawn to the unique flavors, and new customers who are intrigued by the appealing packaging.

Cloudwater Beer’s summer flavor is a New England IPA, a dry, wheat-based tropical beer. This IPA is a light beer with a lush, fruity taste and a hazy appearence.  The client aims to provide customers with a transcendent drinking experience by offering  a product with a smooth and tropical feel, qualities that New England IPA summer beers are best known for.

Brand Concept

“Transcend to Paradise”

Because the new product is a summer seasonal flavor, I wanted to create artwork that was an “ode to summer”- in my design, I wanted to encapsulate the idea that summer is a time when people want to get away, escape the heat, and take a break from everyday life.

I did not want my artwork to depict one place because paradise means different things to different  people.  So, I focused my graphics on the idea of a journey and escapism, which is often the hallmark of summertime.