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Eastern Market Brewing & Elephant & Co.

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PROJECT

Blue-Collar Caviar IPA, 12 oz Can Design Concepts

 

ROLE

Designer 

Designed can concepts for Eastern Market Brewing Company's new release, Blue-Collar Caviar, using existing dieline and branding. Design required to compliment brand's other beers featured at distributors and within various restaurants and bars throughout Metro Detroit, including Elephant & Co.

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Targeting everyday beer drinker in Detroit and beyond, looking for an affordable beer with more flavor than traditional macro beers. 

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Concept  1

Celebrate blue-collar workers with a fancy yet affordable macro beer. Nod to the history of this term using graphics featured on many vintage labor worker posters. Logomark featured as tattoo on wrist with beer can texture to shine through various areas, as featured in all mockups.

Concept  3

Feature the original blue-collar uniforms, consisting of heavy blue denim jeans and overalls. Color theme represents golden IPA and nod to Michigan.

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Concept  2

Play off of caviar being fancy, featuring textured, golden hops pattern to highlight this IPA's fancy, full flavor and affordable price.

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