Amuse the Muse
Label design for Dublin (Ireland) based Fat Walrus Brewery‘s IPA “Amuse the Muse”.
Brewed and dry hopped with Mosaic "Amuse the Muse" is a moderately bitter and assertively aromatic IPA created by Fat Walrus Craft Brewery. This IPA perfect for a summer day was in need of the label that will reflect its mood.
The brewery has a fun and playful personality with a walrus being its mascot. Needles to say it was a requirement to feature a walrus on the label.
The design is inspired by the variety of hops used in this beer called “Mosaic”. I picked the style of the label by looking at mosaics of ancient past and modern pub Irish art.
The renowned hero – Walrusus Calisto (from ancient greek “Most beautiful”) – is forever preserved in a mosaic discovered by British archaeologists. His wise and handsome profile tells the story of many victories.
A medallion with walrus wearing a hops wreath in the center was drawn digitally in Procreate. To create a feel of the mosaic technique, I used varied shades of colours and dark grout.
On the label two profiles of the Walrusus are facing each other and looking attentive at a beholder. The name of the beer – “Amuse the Muse” – is recreated as a mosaic and integrated with an overall design.
The background colour and geometric wave ornament are testimony to our hero's element – water. A bright colour palette creates a summery feel to the overall design.
While creating a design for a can that was a challenge to make it look seamless. I used a dummy can to fine-tune image alignment and achieve a perfect match.
The resulting label design is vibrant and unique. The can is memorable and catches an eye among other craft beers on a supermarket shelf. Customers had an outstanding response to this IPA and its packaging.
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