AGRARIAN AMERICAN PALE ALE
Prompt: Design a concept can design for Holzlager brewing company new release.
PROCESS
For the first pass, I came up with two separate designs.
The first one played with the idea of the beer coming from the land, the agrarian itself. the background is a geometric pattern based on the hop plant and how to leaves on it lay, the hop plant being the primary ingredient in a pale ale. The consensus with this design was that it was pleasing, but didn't fit a beer bottle.
The second one was much more popular among my colleagues. It was inspired by the American Gothic Painting, but with a steam punk inspired twist to it. This was the one chosen to go to the second draft, but major changes would be made. The background felt random and not well thought out, and would be replaced. The steampunk elements as well felt disconnected and weren't adding anything actually interesting.
For the second pass, I removed most of the steampunk elements, but some stayed. The decorated frame, as well as some gold on the outfit, remained of the old steampunk idea. The background was replaced with the sky view of the farmland to add cohesion with the farmer and to match better. This design still had a few problems, however. The steampunk idea had to be fully abandoned, as it was still distracting, and the elements of it that remained just felt confused. The background also didn't read as farmland to many of the people I talked to, just random green and brown shapes. for the final version, I returned to the geometric hop pattern from the first pass, fully removed all steampunk elements, and focused purely on making it feel earthly.