Mantra Artisan Ales is a prolific brewery, constantly developing new recipes for their patrons. They contacted Richtergarten to design packaging that could function as a template which still feeling custom to each iteration of hoppy beer that they will be releasing in 16 oz cans. Mantra’s core brand style is one of sophisticated elegance and artistry. This hop-forward addition to their offerings would built upon that style, but with an added element of even more of the “mad scientist” that Mantra already brings to their craft.
The challenge with creating this repeating framework for this series of beers is that Mantra would be handling the updating of the template for each release. The title of each beer would change, so needed to have a space in the design to grow and shrink, while still maintaining readability. A sophisticated method for changing the main color in the design was also provided so that the overall palette harmony remained intact and interesting.
Our clients are brewing geniuses and not afraid at all to try the unconventional, so we represented this by the use of graph paper patterns, hand scrawled calculations and chemical formulas, and other scientific imagery combined with improvisational, free-style drawings, ink splats and sketched patterns. The result was an energetic representation of the beautiful, mad-scientist mind that is Mantra.
Package Design
