Sweet Union Brewing has been a favorite brewery of mine for a while. Their fun, geeky nature makes the environment refreshing and their beer is always high quality and reasonably priced. I decided I really wanted to work with them using my art and design talents.
I began by discussing the vision with the brewery owner, focusing on a theme that would resonate with their most popular beer, Astro Pterodactyl IPA. My initial sketches emphasized a cosmic, mythical creature, combining elements of a pterodactyl with a futuristic aesthetic. I also wanted it to be a parody of sorts to reflect the fun, humorous aspect of the bar as well. My concept blends space, dinosaurs, and NASA in a fun way to achieve this effect.
After the initial sketches were well-received, I started expanded on the concept, even distressing it and printing it on a shirt to showcase its versatility. This helped the client visualize the design's potential across different mediums.
He was delighted to see how far the design had come along, but he also felt like something was missing. The design needed a more otherworldly and deity-like presence, akin to a Cthulhu-inspired figure. We determined that perhaps adding something to the eye could give it a different feel that he was going for.
I presented two variations, highlighting different eye treatments to convey power and mystique. The second "glowing eye" option was chosen for its more mysterious demeanor. We also agreed on the regular text over rounded text for the final design.
The label concept was designed to emulate the look of a roughed-up sci-fi space canister, aligning with the beer's adventurous spirit. I created a mockup by printing the design on paper and wrapping it around a beer can to provide a tangible preview.
We're now in the final stages of preparing the design for print. I eagerly anticipate seeing the labels on the cans and on shelves, bringing this creative vision to life in the real world.
