They asked us to find a way to creatively incorporate their beloved Scottish Fold cats – some iconic entertainers from their travels to the Middle Eastand Indian papadum packaging. It was a lot to consider for such a small area, but we loved the idea of bringing it all together.

For the initial label concept, we turned the cats into guard beasts and the entertainer into a multi-armed hop deity, because why not? The overall design and colors were inspired by the papadum-style packaging, and the end result was a riotous mix of form and flare worthy of the brew inside.

When it came time to develop the 6-pack and case carton packaging, we borrowed both the color and thematic inspiration from the 12oz cans and amped it up. The design skewed towards a retro illustration style with vintage Indian matchbooks as guideposts for the drawings. We sourced multi-eyed maneki-neko cats, gold-toothed shamans, tigers and an all-seeing eye illustration from artist Conor Nolan and loaded everything up with super-saturated hues. Purposely off-register plates and typography give the pieces an intentionally imperfect look.

Society of Typographic Arts Chicago, STA 100 2016
PRINT magazine, PRINT Regional Design Annual 2016
AIGA Louisville, The SHOW Award Winner 2016

You know, when people look at a tree, they look at the leaves; they don't look at the spaces between the leaves. They're focused on the tree. I think there's an awareness of spaces or it wouldn't look like a tree to them.
Keith Jarrett
CANVAS metaballs