The Sinking City Brewery, located on Kwantlen Polytechnic University's Richmond campus, introduces SIREN'S SIP, a beer series that blends the timeless allure of mythology with a modern twist.
Aimed at both university students and the broader local community, SIREN'S SIP draws inspiration from the captivating legends of sirens, inviting consumers into a world of enchantment with each sip.
Aimed at both university students and the broader local community, SIREN'S SIP draws inspiration from the captivating legends of sirens, inviting consumers into a world of enchantment with each sip.
The Challenge
The challenge was to design packaging that not only captured the mythological theme but also appealed to a younger, dynamic audience. The goal was to create a visual identity that reflected the mysterious and alluring nature of sirens while maintaining a contemporary aesthetic that would resonate with the target demographic of university students and local craft beer enthusiasts.
The Strategy
To achieve this, the packaging design features three distinct mermaids, each representing a unique beer flavor. This approach builds a narrative around the product, inviting drinkers into a mythical world with every can. The design embraces a retro-futuristic aesthetic, combining vibrant colors and sleek lines to create a visual experience that feels both nostalgic and forward-thinking. Comic book-inspired typography was incorporated to give the series a playful and adventurous feel, appealing directly to a younger audience seeking something both fun and innovative.
