Aiding the Angry Orchard® team with the concepting and redesigning of the Angry Orchard® Hardcore™ packaging.
©2023 The Boston Beer Company, Boston, MA. All rights reserved.
Artwork designed exclusively for The Boston Beer Company under a work for hire. All rights, title and goodwill remain the property of The Boston Beer Company and use of the artwork is limited to designer’s portfolio only.
Angry Orchard Hardcore required a redesign to boost the popularity of the new product. We needed to:
1. Create a stronger visual connection with the well established and trustworthy brand of Angry Orchard.
2. Make the artwork appear visually lighter for on-shelf recognition.
3. Better establish Hardcore as a sub-brand of Angry Orchard.
Iterations where I explored a sunset concept, different type lockups, use of cherries as a flavor callout, and lighter colors.
Exploring the look and feel of different type lockups, and creating as many iterations as possible. Trying to get as creative as possible, and see how far we could push the Angry Orchard® brand.
Exploring different color combinations to communicate the flavor palette of the beverage, as well as establish the Hardcore sub-brand.
Following months of development and revisions, worked with the legal and brand teams to complete the final pack. Layout was sent to printers, and then to market!
