Today I thought I’d give you update you on the second stage of my beer branding project. This assignment has two deadlines: one for the label design and one for the packaging. In part one I walked you through the brainstorming process, showed you my visual research and sketches, and mocked up a rough label on the bottle.
I knew from my rough mockup which kinds of typefaces I wanted to use. My first step was to go on websites such as FontSquirrel and 1001 Fonts to download fonts that matched my vision. I usually grab quite a few because you never know what will work until you try it. Then I installed all of them and did a type test in Illustrator (above). You can see that I decided on the drippy type early on but it took a little longer to find a complimentary font for the “monster” part.
I wanted to create a spooky mood so I used Photoshop to edit this swamp photo for the background of the label. I masked off half of it so you can see what it looked like before I made my edits. Later I went back and used the burn tool to darken some of the tree trunks to make the text show up.
I used a scrap piece of cardstock and some tape to create a template for the bottle’s neck label. Then I took a photo with my phone, imported it into Illustrator, and traced the shape with the pen tool. I called my fictional brewery Pins & Needles Brewing Co. to reference the scary story theme of the beer. It didn’t fit perfectly but the misalignment didn’t end up being noticeable in the photos.
After converting my type to outlines and tweaking some of the letters, I created a new Illustrator document with two artboards because I knew I wanted to add lighting effects to the beer name but not my mice type. This allowed me to visualize these parts separately and bring them into Photoshop as different layers. I had to comply with alcohol branding regulations for the size, placement, and content of my small type.
After applying my labels, I photographed the bottle and created a series of mockups using Photoshop and Illustrator. These included the ad you see above as well as a coaster, beer pull, and promotional item. I have to admit that I’m not completely happy with how my photography and ad turned out. However, that is something I can redo in the studio once I finish the packaging (box, hang tag, etc) portion of the project to make it look great for my portfolio.
I hope you enjoyed seeing the process I went through to create this beer label! Stay tuned for part three where I will show you how I design and photograph the packaging.
Till next time,