Collaboration with Tourism Ch’illiwack
2023
The Ask: Design a beer label for their annual collab between multiple Ch’illiwack breweries using Tourism' Ch’illiwack’s established branding and playing off the name of the beer “Berry Bash Sour”. The design must include call-outs to all companies involved including the breweries, copy to highlight the cause that this collaboration is supporting, as well as following regulatory standards.
The Design: Working with Tourism Ch’illiwack’s established branding, I created a bold design that would help consumers spot the can on shelves. Tourism Ch’illiwack, Farmhouse Brewing (the lead brewer on the beer) and myself worked through multiple iterations to land at the final label, as shown below.
The original submission
Working with a lot of freedom in the design outline, I first came up with version 1 by heavily leaning on a mix of Tourism Ch’illiwack and Farmhouse Brewing’s aesthetics. I wanted the consumers eyes to be drawn in first by the colourful berries and then drawn to the beer’s name + flavours.
Version two
After submitting V1, the team emphasized we didn’t need to focus too much on matching the host brewery’s (Farmhouse) aesthetic as much as they wanted to go bold and bright - wanting to use different colours from the Tourism Ch’illiwack pallette and to include berries bursting across the label to really emphasize the Berry Bash name, ideally with a more “retro” style of berry. And thus, Version Two was created …
The Final
The team loved V2 after submitting, however when sharing with the broader workplace it didn’t seem to hit what they had in mind for this collab so we put our heads back to the drawing board and came up with the final version, which we found to blend nicely with this brand new beer and the label that was created for the previous year’s brew. Allowing for that brand recognition and continuity that is so important for bringing consumers back, especially when the beers only come around once a year!
