Responses by Miguel Quiroga, design, Oveja & Remi
Background: Mendoza, Argentina, is primary a wine district, but craft beer breweries are a part of a new trend that is growing more and more each year. So with this in mind, the client developed a wide range of beers for young people, that are mostly sold in bars, who are tired of regular classic beer but don’t want to stop drinking it. That’s why we offered this new and more “classy” craft beer.
Reasoning: The main idea comes from the client; he wanted to tell the story of the journey his grandpa had to make when he came from Europe to Argentina in 1932. Due to this story, the beer is named Cirilo after him.
Challenges: The client had a small amount of resources for printing, so we had to create a simple packaging label, which we are not used to doing. We also had to use minimum printing effects on the packaging, while still trying to make it look as good as possible.
Favorite details: We put a lot of work in the packaging illustrations. For us, it is really important that the person looking at the packaging labels can find hidden details and more elements. Also, the illustrations were made using two different techniques. Some areas were made using drawings with black ink over a white background and others by erasing areas in the black background.
Visual influences: Mostly old ex-libris, or bookplate, illustrations and engravings from old books, which are less detailed than a classic engraving, but a lot more expressive and easy to look at.
Time constraints: The style of the illustrations was decided, in part, because of the short deadline, but it was OK because we wanted this kind of label style. We usually try not to let deadlines affect the quality of our idea.
Alternative approach: When you are illustrating, it is easy to get lost in details and forget about the main structure of the design, so maybe I would like to revisit the sizes and positioning of some elements on the packaging label.