The XII Dragons Belgian Quad Ale undergoes a year-long brewing process in bourbon barrels before making its debut at Sprecher Brewery located in Milwaukee, WI. The first challenge in creating the packaging was transitioning from the 16.9 flip-top bottle to a 16oz can with a pressure-sensitive label.
In designing the packaging, I wanted to give a full refresh giving a nod to the tradition, heritage and history that sprecher brewery holds in the brewing industry. having more real estate on the label, compared to the 16.9 label, for design was in my favor. after creating 3 visually different concepts, the team and i landed on giving it a higher-end look. with compliments of the metallic substrate this 16oz can gave this label some shine.
I kept the colors pretty tight on brand but added a gradient blend in the circle in the front to give it some character. along with some intricate vector elements of line work creating dragon scales. also taking inspiration from the great Gatsby movie posters and the video game Skyrim (dwarven ruins) to create the overall front-facing look.
Team credits: Miguel Quesada (designer, Photographer)
16oz Can Pressure Sensitive Label Flat Artwork
Digital Advertisements & Photography For Local Media
Milwaukee Magazine
front cover article Feature: Brew City, Events
Social Media Content for release party
