Pfeiffer's Brewing Company
Package and Advertising Project
Package and Advertising Project
***All visuals, concepts, and ideas were creative directed and/or executed by GARDNERstudio***
THE GOAL:
The project with Pfeiffer's Brewing company was interesting all around. I reached out to my former kindergarten teacher, who's last name is Pfeiffer, and is friends with the man who bought the business. He saw my portfolio and we immediately got to work on trying to make something that would respect the linage of the brand.
The project with Pfeiffer's Brewing company was interesting all around. I reached out to my former kindergarten teacher, who's last name is Pfeiffer, and is friends with the man who bought the business. He saw my portfolio and we immediately got to work on trying to make something that would respect the linage of the brand.
FIRST CONCEPT:
Not everything goes to plan the first time around, but I thought this would be a good way to show the evolution that these projects take. I'll present the first concept that we came up with, and then the last project that we came up with. In between, there were a total of four different versions that we went through.
This idea was meant to pay homage to the brand before the current owner. We mutually decided to take things to a more modern level moving forward.
FINAL CONCEPT:
This design evolved a good deal from start to finish. One thing that was kept fairly consistent was the left and right side of the label, because that was requested to have all that information from the start. The center piece is what we felt needed to change.
In this version, we changed the focal point from the character to the "Famous Beer" text with the character on top. The character is also framed by the date that Pfeiffer's was established. At the bottom of the center, I came up with a great idea to indicate that Pfeiffer's was moving from a Michigan headquarters to a California headquarters. Specifically, I took the silhouette of the skyline of Detroit, Michigan next to the silhouette of the skyline of Anaheim, California. Not to worry though, as the recipe remained the same despite the move.
“He was a wise man who invented beer."
-Plato
-Plato
