The Challenge
Create a new category of high-end beer packaging for Mantra Artisan Ales with an emphasis on ingredients and feeling, wooing the wine market and sour beer aficionados alike.
The Result
Watercolor, loose pencil sketch and hatching, combined with custom, hand-rendered calligraphy produced an unconventional label for the craft beer market. The 360 degree negative space of the bottle was as important of a design consideration as the positive space within the label. This negative space where the custom die-cut label meets itself evokes the poetic motion of liquid being poured into itself. The design flows around the bottle through fluid line work and literal watercolor bleeds, which speaks to the collision of flavors that were used in this unique blend of cherries, currants and the brewery’s beloved Flanders style red ale, “Amour Rouge.” Finally, to tie the entire packaging experience together, Richtergarten created a custom stamp that was used to emboss the wax dip, further preserving this one-of-a-kind beer.
Package Design
