Creative Agency: WhatCameNext_
Project Type: Produced, Commercial Work
Client: Apollo Freedom Brewery
Location: Sydney, Australia
Packaging Contents: Beer
Packaging Materials: Paper Label, Copper Foils
A collection of limited edition bottled ales for the Apollo Freedom Brewery that link the drinking occasion to the style of beer. Each bottle features a different level of 'lightness' delivered through the amount of lunar eclipse which reflects the ales suitability to time of day from a lower ABV Midday Session Ale, a light and fragrant beer, through to the higher ABV dark porter Midnight Ale. The time is associated with the twenty four hour clock numeric which features on the top left of the design, to further position their suitability to a time in the drinking reportoire.
The ales were created to showcase the brewing skills of the Apollo brew team, whilst ensuring the overall proposition felt as premium as the ingredients used in the beers, with the bottle range limited to a short batch brewed collection. The limited production window became a spring board to the creative idea, giving a sense of the short amount of time in market as the eclipse itself lasts.
It was important to ensure that the design could extend into collectable support material such as frosted glasswear, lightboxes and coasters from the brand idea, and ensure that all the touchpoints were premium and quality in their execution.
The use of copper foil overprinted with the moon's texture is eclipsed with a heavy gloss black ink, printed on to a charcoal black matt paper to deliver the premium cues.