Designer: Quintin Caldwell
Project Type: Student Project
School: Chicago Portfolio School
Tutor: Billy Baumann
Packaging Contents: Beer
Packaging Materials: Glass Bottle, Cardboard, Paper
A preposed rebrand of Fibonacci Brewing Company that highlights the work of its namesake mathematician. The Fibonacci sequence and golden rule dictate every decision of this design as it moves from beer label to 6-pack carrier to case. The three primary colors of each variety were chosen to both embody the beer style and allow the gold and white accents to stand out. As added creative collateral, unique tap handles were devised in reference to ancient mathematic practices.
The overall goal of the packaging was to create interesting 2D and 3D visual representations of the Fibonacci sequence that would illustrate the relationships between the numbers.
0, 1, 1, 2, 3, 5, 8, 13, 21, 34, 55, 89 and on... Though placement on the packaging may seem random, every element of the packaging was first mapped out on a grid of 1/16th inch unit measurements. All shapes were attributed dimensions within the Fibonacci sequence (for example a square on the Imp Porter beer label might be 5x5 units). The same with the line lengths, the heights of the die-cut label slices, the number of letters on each vertical / horizontal line, and the spacing between it all. Math was the master of this design.