Monster Brews
The
Concept
I conceptualized a compelling packaging and label design for a 4-pack “Magic Drinks” series. Embracing the theme “Monster Brews,” the objective was to capture the mystical and fantastical aspects of Body, Mind, Soul, and Faith through the personas of a Mummy, Werewolf, Vampire, and Zombie. The challenge lay in the creative use of a limited four-color palette and a unique typographic approach. Each label was designed to embody the characteristics of its respective theme solely through the manipulation and arrangement of the Gotham typeface.
Role
Branding & Packaging Designer
Tools Used
Illustrator, InDesign Photoshop
Length of Project
8 weeks
A little background on Monster Brews.
I chose to focus on typography to showcase each persona. Steering away from typical illustrations, I explored how far typography alone could express the themes of Body, Mind, Soul, and Faith. My goal was to create a unique story for the Mummy, Werewolf, Vampire, and Zombie using only the Gotham typeface. It was a process of trial and improvement, where feedback played a key role in refining the designs. This project, while within the realm of my typographic skills, pushed me to explore new ways of visual storytelling.
Color
I selected colors that would capture the eerie atmosphere of the monster theme. The palette features a spooky purple and a bold orange, reflecting classic shades associated with mystery and the supernatural. To add a modern contrast and enhance visual interest, a midtone pink and a bright green, providing a contemporary twist to the traditional spooky color scheme.
Type
Aside from the Gotham typeface I manipulated for the label themes, I used Manofa and Montserrat for the body copy. Manofa brought the old-school, spooky vibe that reinforced the theme, while Montserrat, a clean and modern sans-serif that’s a personal favorite, provided the perfect complement to Manofa’s character.
Logo Process
Monster Brews needed a logo for its bottle labels and packaging. I began the design process by digitally exploring various concepts. The first design used organic shapes to create a monstrous figure with fangs. However, feedback suggested to use geometric forms instead. I revisited the design, experimenting with sharp angles and lines, some resembling vampire’s bat wings and the tattered decay associated with zombies. In the end, the final logo I used balanced simplicity with thematic elements: it maintained the bat wing silhouette, while the center resembled a sarcophagus, hinting at a mummy’s resting place.
Bottle Labels
Labels Breakdown: Black & White
The design journey began with the use of inorganic and geometric shapes, paired with single-word depictions like “Mummy” and “Werewolf”. Initially, each label featured a distinct title, such as “Mummy’s Peace” or “Werewolf’s Howl”, but it lacked the cohesion, looked graphically too different, and felt repetitive, given the visual representation already shown in the typography. From the second iteration onwards, the design changed by integrating the titles directly into the typographic form for clarity and cohesion.
Labels Breakdown: Color
The essence of each Monster Brews character truly came to life with the addition of color. The structure of the back labels evolved significantly as well, transitioning from a layout with excessive white space to a more compact and visually engaging design. To enhance readability, I made the body text bolder and introduced thematic icons.
The most extensive revisions were seen in the Zombie’s label. The word “revival” initially looked too much like a road rather than the intended stitching. After a complete redesign, the typography now unmistakably suggests the textured, stitched-up aesthetic fitting for the Zombie theme.
To complete the design, I introduced bespoke background patterns for each label, with motifs tailored to the individual attributes of the Mummy, Werewolf, Vampire, and Zombie, further personalizing each monster’s story.
Neck Labels
Neck Labels Breakdown
When designing the bottle, I took inspiration from the Heritage style bottles and my goal was to give it some character, avoiding a sleek modern look. The initial neck label was too large in both size and design, so I adjusted it to fit the bottle’s proportions more appropriately. On the back, I opted for an alternate logo to minimize repetitiveness and improve the overall visual appeal.
Box Packaging
Packaging Breakdown
When I designed the packaging box in color, I initially included various elements from the Mummy, Werewolf, Vampire, and Zombie labels on the front. This approach, while visually rich, resulted in a chaotic look. Similarly, the side of the box lacked a clear hierarchy in its design. Over time, I refined these aspects to achieve a more cohesive and orderly appearance, ensuring that each element contributed to the overall theme without overwhelming it. Staying true to the series’ playful and humorous tone, I added a sentence for each label on the side, linking it to the respective drink and monster in a fun, engaging way.
The case handle’s initial pattern mirrored the dripping blood design from the vampire label. Recognizing the need for greater thematic consistency, I revised this to a pattern using shapes from the Zombie label. This new design better complemented the series’ narrative, enhancing the “Monster Brews” story with a pattern that was both intriguing and fitting for the overall visual theme.
Reflection
Working on Magic Drinks was like creating a brand from the ground up. Feedback was key to refining my designs—it’s vital when you know something isn’t right but aren’t sure how to fix it, which is how I sometimes feel. Taking breaks was also crucial; it helped me avoid burnout and come back to the work with a clearer head. Completing the Magic Drinks project left me with a sense of pride. It not only bolstered my typographic skills but also provided a comprehensive learning experience in design and project management.