A digitally illustrated label for a citra dry hopped pale ale.
Breweries recognize that many consumers are "judging the book by its cover" and use packaging to stand out from the crowd. Last summer, I visited my friend Katie in New York and watch as she checked in on a batch of beer she was brewing with friends. Knowing my obsession with label design, she asked if I would design one for its final bottling. It was a citra dry-hopped pale ale, which they'd named "Citra Citra".
Katie gave me some light art direction ("we're hoping the label can evoke the theme song of Sister Sister [the former Disney show], either with sisters or music notes"). In turn, I shared an illustration I'd recently seen on Instagram to gauge her reaction to the style. I also asked for the label they'd created for their previous brew in order to maintain consistency in the font used for their brewing company name.
From these conversations, I set about creating two versions of a label for Katie to select from. I used the above promotional image for Sister Sister as a basis for the digital illustration created with the pen tool, and found a script font that evoked the typeface used for the show. I then created a fun, sunny pattern in the background to reflect the bright character of citra hops.
Knowing the design would be wrapped around a bottle, I provided one version with more visual interest all the way around, and one where you could see the entire design at once. I then prepared and sent the files to Katie for printing.