The main can illustrations were created by Jon Burgerman, a New York based artist, instigating improvisation and play through drawing and his unique doodle art style. His work is lies between fine art, urban art and pop-culture, it uses humour to reference and question his contemporary environment. Jon’s style created a fresh take on hipster culture and created a vibrant explosion of ‘wearable can beards’.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This is a concept for a craft artisan beer building on the trend of ale drinkers versus lager drinkgers.
The idea draws together the trends of craft beers and young hipsters who are bearding up and beardless people who wanted to feel part of the trend.
The can illustration creates humour around beards and contemporary culture. The back of pack faces create hipster totem poles and a wall of Beer'd Up characters on shelf.
OPERATION / FLOW / INTERACTION:
The back of pack was designed with the top of each face, which allows people to create their own hipster 'totem poles' and creates a wall of ‘Beer’d up’ characters on-shelf.
PROJECT DURATION AND LOCATION:
Project was started and completed in 2015, London, United Kingdom
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
Design concept for craft beer packaging
SPECIFICATIONS / TECHNICAL PROPERTIES:
Stock metal beer can
Concept, packaging, beer, can, hipster, beard
Creating an exciting, modern concept that would appeal to a hard-to-please audience contemporary audience.
TEAM MEMBERS (3) :
Creative Director: Paul Williams, Illustrator: Jon Burgerman and Illustrator: Stuart Witter
Illustrator: Jon Burgerman