My first set of labels in meant to reach out and grab you from on the shelf itself. It is based on the entry level market which according to research done behind this project will grab what catches their eye as opposed to actual taste and type of beer. The entry level rinker either grabs what looks cool or what they know from peers.
The set together with print ad.
The print ad is meant to reinforce the demographic impulse buying by making the product seem cool and fresh.
My second line Ursa Major is meant to capture the transitioning market from entry level who is just now experimenting with new types and tastes. It features a standard pale ale, an octoberfest, and a winter lager each with an exploritory theme.
The set with the print ad.
The print ad is meant to build on the exploring theme by following the stars to a new taste.
My last set is meant to grab those in the older set market, reaching out to them trying to find something new.
The set with print ad.
The print ad is meant to build on the trying something new theme by asking the drinker to "shake off the harness" and get out of their routine.
