Consumption Collection
Branding Project / Graphic Design
in collaboration with Joshua Horita
Position
Designer
Problem
Birchman Productions, a local Chicago Production Company, wanted to include alcohol within the short film Dependent. The biggest issue was copyright issues for any labels in screen, and the company didn't want to have to hide any labels. The goal was to create multiple alcohol labels that look realistic and vibrant, without being tacky or taking too much attention from what was happening in screen. With the labels, they requested a carrying pack design too, helping emphasize the reality in the film.
Project Description
To accomplish realistic alcohol labels, I started by contacting a Chicago artist to collaborate. We built the labels from "easter eggs" that the company wanted to include in the film. Each label was to be apart of "The Consumption Collection", a hypothetical variety pack containing multiple beers. I started with each label individually and later created the Variety Pack design, with hints to each design.
Product Application
Below are some clips from the film Dependent which show the beer labels in action.
Product Description
The inspiration for many of the beer labels comes from Josh Horita's artwork. I explain in depth my design process for each collabortive label.
For Canfield Cider, I took elements from Horita's original artwork to create the label. Because of the flowery theme, I saw the label going in the direction of a summer Cider. I wanted to keep the orange theme throughout, but utilize the flowers sparsely - to give a bigger impact with the use of dead space. The biggest struggle with this piece was coming up with the right font to fit the summer cider theme, but landed on Opake Heavy. This label was a crowd favorite from the audience members, as well as the film crew!
For Melting Mouth I wanted to follow the theme that the drawing from Horita conveyed. I researched and found that Jalapeno Beers exist (which is crazy) and decided to use this for the mockup. The drawing itself gave the elements we needed, so I needed to support it with bold text and a background that was fitting. I decided to make a charcoal lava-esque background and used Bovine Round as the bold text throughout. For the color theme, I used the Reds, oranges, and yellows from the drawing, which all came together nicely for the label.
For Bots, I was inspired but the medusa-like tentacle nature of the drawing from Horita. I knew from the start that I wanted to make this space-themed as if an android from another planet. With this in mind, I created small vector logos that were spaced-themed and created a background gradient that is reminiscent of the Milky Way. The font choice was hard to pinpoint that fit a space theme but was still bold and legible. I landed on Blenny Black as it was bold, futuristic, and still legible from afar (important for seeing it on screen)
Product Mockups
