One common challenge in brewing is marketing the launch of a beer that is not yet out of the pipeline.
The real artwork is actually coming with the recipe, not the look. Like, a copywriter comes up with the story and slogan before an art director gets to work.
It's common trade in advertising to tell the story before letting the client see the visuals. I felt like this was a similar story...
Noiseless has the particularity of leaving a lot of real estate for the artwork on the label, created by artists and photographers that match the sentiment of the series.
We were tasked with coming up suggestions for a theme that was on brand with their look and feel.
Amongst a few other suggestions, we suggested infrared photography. An arcane niche in the art that requires modifications to the camera to receive parts of the spectrum of light we as humans don't usually see.
Paired with a coloured filter, the result gives a surreal neon look to an otherwise mundane image.
This was perfect, as one of the biggest challenges for brewers is to create a beer label that stands out on the shelves and increases the likelihood of purchases and re-orders.
To top it all off, and as a nod to the photographers, we created environments for the cans to sit in and rendered them for Noiseless's social media.
Putting the can in its own photo.
The series were a success, thanks to the brewer's incredible taste and recipes, our job was only to give them the right nudge to push those beers of the shelves.
Thanks, Luc, for this great opportunity, very proud to have work on this!
