STEMMA DESIGN SUBMISSION
This is my submission for Stemma's Designer Series hazy IPA beer can. All members of the WWU Design BFA cohort participated in this competition.
The only restraints were details on the label: we had to keep the Stemma logo front and center, along with the two sidebars that were designated for the beer's information.
AS FUN AS CREATIVE FREEDOM IS, IT CAN BE HARD TO KNOW WHERE TO BEGIN.
My process started with over a week of research and brainstorming. Ultimately, I leaned into an experimental offset screen-printing aesthetic. The colors felt juicy and bright, not to mention they complimented the vibrant colors of a hazy IPA perfectly.
By playing with the offset image and adding a subtle grainy texture, I tried to play into what I visualized as the word "hazy".
I NAMED THE FLAVOR ALL BARK, NO BITE.
Stemma invited the BFA cohort to test the beer for ourselves. I found the flavor of their Hazy IPA more inviting than a stout while remaining pleasantly flavorful and bright. I decided to put a positive, slightly tongue-in-cheek spin on the idiom of being all bark with no bite; the drink is rich in flavor, but will be smooth going down.
TO MAKE MY DESIGN FEEL MORE TANGIBLE, I CREATED MERCHANDISE.
For variety, I purposefully chose merchandise of three different sizes. The smallest example was a sticker set, the medium was a vertical print of the can design, and the largest was a printed t-shirt.
Finally, I created a simple social media post to advertise the beer. I hoped that these different interpretations of the design would help Stemma envision this label existing in the real world.
