3Ravens launched a new, small batch beer that was well received by the public and by popular demand they decided to launch it to a wider audience and give the beer its own personality. Juicy is a New England IPA; often referred to as a breakfast beer because of its hazy, juice-like appearance and fruity aromas. The brief was to emphasise the fruit juice qualities as much as possible and create something that stands apart from their more traditional beer labels.
We went straight to the 70s for inspiration, looking to the golden era of a very specific packaging design; juice boxes. We referenced these and modernist style glassware graphics and illustrated a custom version of a 70s typeface called Motter Ombra – drawing it slightly narrower and mixing the cases. The colour ways again throwback to the 70s juice cartons but also reference the beers’ fruity aromas of lemon, orange and passionfruit. The icon set developed allowed us to animate assets for social media, create merchandise and be a bit tongue in cheek.