Motion - Branding - Label Design - Print

Client Introduction

Overflow Brewing Company is a production brewery and tap house in Ottawa South founded in 2018. They aim to offer unique memorable experiences by providing a diverse range of craft beers, good food, and live music. Their target audience is outgoing, middle/high income young to middle-aged adults with an affinity for local beer and live events.

Project Overview

Overflow Brewery was keen on introducing two new craft beers to their lineup, celebrating the culture and landmarks of Ottawa. They recognizing the importance of a strong visual identity in the competitive craft beer market. I embraced their vision and embarked on two beer can label redesigns to enhance brand recognition, communicate its values, and captivate consumers in a crowded marketplace.

Challenges

Local Connection: As a local brewery, Overflow needed a design that resonated with the Ottawa community, fostering a sense of local pride and connection.
Consistent Branding: The existing beer can labels have a cohesive design language which creates a visual continuity across the product line that needed to be replicated.
Regulatory Compliance: Ensuring that the new label designs complied with all relevant regulations and guidelines for alcoholic beverage packaging.

Unifying the Design:

After sketching my design ideas, I scanned my pen illustrations and used them to showcase the personality and location of each beer while maintaining a consistent unique look that still works. with the brand.

Slicing Ice

Derived from Ottawa's annual nearly 8 km long ice skateway on the Rideau Canal, this label is an homage to winter activities in the city. The beer's name is inspired by the essence of ice-skating, utilizing sharp blades to "cut" through the ice and move forward. Subdued colours, placing a significance on off-white, grey, blue, and brown tones created a calm, winter feeling in the illustration.

The Thrill

This label design draws influence from the live music preformed at the Overflow Brewery tap house as well as the various music festivals in Ottawa, including Bluesfest and Escapade. The beer's name is derived from the renowned blues track "The Thrill is Gone" by B.B. King. Vibrant colours, emphasizing shades of blue, purple, and yellow were key to representing the energy of music festivals.

Result

The beer can label redesigns successfully positioned Overflow Brewery as a distinctive and visually appealing choice in the local craft beer scene, strengthened community ties through local connections.

Creating this project taught me how to comply with product regulations, basic 3D modeling, lighting, compositing and animation. I was able to find a compromise between the exciting product and my own unique style.

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