Focal
Flow Ale
Packaging Design
refreshing
direction
focus
Mandate
To design a beer packaging for a graphic design series by McAuslan Brewery. In my case, the concept that I was working with was, Focal Flow Ale.
Unbending beer with a clear focus. Beer that focuses on an all around great tasting beer, easy to carry, focusing on use and quality. McAuslan is one of the largest microbreweries in Quebec that values brewing better beer. “Peter McAuslan, was convinced that if he could brew better beer, consumers would not hesitate to adopt it". The goal is to focus on an all around great tasting beer. Solid, to the point and no frills.
Process
Packaging the product
It started with sketches of dots, blurs, spirals and drunk faces. I explored humor and irony and silliness. Finally I landed on a solid idea that the focus is about drinking the beer. Compositional flow can help you tell your story by presenting information in the right order. Flow is about movement and direction, and leading the eye from one part of a composition to another in the direction you want it to move. You create flow through a combination of visual weight and visual direction.
Solution
In order to focus on the beer inside, instead of the packaging directly, I bring the customer straight to the opening of the beer can. It’s inviting, refreshing in color and it’s simple labeling makes the beer approachable. A pop of color to show off the focal point of the beer.
“flow, the art
of visual weight and direction.”
