Designs and Reasoning
The goal of the design for Yuengling’s beer cans, bottles, and packaging was to create a modern take on the traditional style that the company currently uses. I wanted to update the design to appeal to the younger generations that are starting to consume alcoholic beverages. This design features a simpler version of the signature eagle wings that the company uses in their branding and a cleaner, less crowded design. The project forced me to focus on the changing target audience that I was trying to reach with the design. Taking something that has a lot of history and bringing a simple, modern twist to it.
Along with the design for the bottle labels and cans, I created packaging for both the bottles and cans, along with a coaster design that could be used in business or at home.
The cans consist of a front design measuring 1.5 in x 3.26 in and a full wraparound design measuring 6.56 in x 3.5 in. The bottles have a similar layout, with both a front label design (1.55 in x 2.26 in) and a full label wrap (7.22 in x 3.5 in). The bottle packaging is 21.6 in x 18.68 in x 12.18 in, and the can packaging is 21.14 in x 31.22 in x 21.14 in. The coaster design is 27.78 in x 27.78 in.
Sketches and Drafts
The Original
The original assignment was to design a poster of our choice, focusing on music, film, or events. We were not limited in the use of images, typography, color, or size, as the main point of the assignment was to get a better understanding of different design tools. This was a 1.5-week project with feedback and insight from the professor on our use of different tools in Adobe programs. The original band choice I used was The Rose, a Korean rock band, which, at the time, was one of the musicians I listened to daily. I also decided to move forward with this artist as I had photos from the concerts I had taken and was looking to push myself on using personal photography rather than pulling images from the internet. When submitted, I had created the design to the left with the basic, well-known tour poster layout, including only obvious elements. In the re-creation, I wanted to show my improvement in skill level, confidence, and understanding of photo manipulation and typography. Additionally, I chose to change the band I represent in the design to focus on pushing myself out of my comfort zone to stylize the design to fit the aesthetic of the musicians.
