Matt's Brew is just that–beer brewed by Matt Flores, a fellow Seattle-based designer. When he mentioned needing packaging for a CDA this winter, we started ideating and decided the beer should pay homage to the notorious rain and darkness we experience here in the Pacific Northwest. It would be a kind of tongue-in-cheek nod to the great outdoors. I started with the brand, which is heavily influenced by national forest signage.
While establishing the brand, I aimed to create a design reminiscent of WPA national parks posters but with the attitude of a New Yorker cartoon. This is my initial sketch of a jaded snowman:
"F- - - my life."
Rough sketches of the six-pack and bottle label:
The finished packaging: