The outline of the brief was a simple idea to create a new beer label, for a cloudy full alcohol beer; with the name “Θολή” to represent the nature of the beer, which is the white beer with a foggy feel. The brewery is set in the Cyclades region of the Aegean sea, in Greece, and so there was a defined emphasis to include the sea, certain colour themes for the country of Greece, and a simplicity.
Specific requirements for the project were; represent the name “Θολή”
“Θολή“, which translates as murky, foggy, unclear
Client: Cyclades Microbrewery at Tinos island
Beer Label (Illustrator CC)
File size: 6Mbs
Dimensions: 593.97×341.98px/510×245.67px (artwork)
This is the final label grid. I find it better, as a design practice to have complimentary elements in the design, so I try to make sure all elements fit on symmetrical and reflective grid patterns to enhance the feel.
The grey background is to show the white label. This will be transparent on the bottle, as in the mock-up.
One of the more complicated aspects of the process was to clearly define the word “Θολή” as meaning unclear/mirky/foggy. After many attempts at looking at different ways to do it, it came down the the process of twisting the meaning to visually mean unclear. This was hard for a graphic label, as it is important to have a clear label to be visible on the shelves. These are some of the ideas that were suggested.
1 creative person, slightly matured
2 tablespoons aptitude
1 piece of aesthetic flavouring
6lbs hard work and sweat
4 ideas more than most
salt of the earth to taste
Take a creative person and stir in some aptitude, thoroughly from the start. In time, mix in the aesthetic flavouring with the most appropriate tool at hand, and then, fold into the mix as much of the hard work and sweat that the mix can take. Sprinkle in the ideas; the more the better. And finally, as all is cooking, a pinch of ‘salt of the earth’ to give it the necessary character. Leave to cook over time and serve when required. Tasty treat in a tasteless world.