4/4 (pronounced Four Fourths) is a practice brief for a craft beer. In BC, Canada, where I live, breweries are investing a lot of resources in the label and packaging design of craft beers. Unfortunately, that means that they, more often than not, go for the flashiest design possible, which saturates the market with the same visual styles.
That is why I have decided to go in a different direction. I wanted to shift the focus from intense visuals to a clean, crisp and effective design that would focus on the quality of the beer. That is why the beer doesn't have a "clever" name, instead being called 4/4, which refers to the four main beer ingredients. Also, I was inspired by the design of old apothecary bottles, because I wanted to evoke the feelings of "old medicine" as a selling point.
Tools used: Adobe Photoshop, Affinity Designer, pencil, Rotring Rapidograph pen.
Fonts used: Alte Haas Grotesk (Yann le Coroller), Beautiful ES (Freeware), IM FELL Great Primer SC (Igino Marini).
