01/30/2023
We have some new work to share that we are super pumped on! In the fall, we reimagined the Haze Maze lineup for our friends at . The goal was to keep each label in the series unique but have them work well together as a product family. By doing so, we would establish visual recognition that these labels belonged to the same family of beers. We presented a few options that would have worked but ultimately landed on a completely photo-based design. This design used all practical effects. We devised a rough theme for each label and set out to find props, create a maze, and make some haze (obviously). The maze, logo, beer series, and beer style were all cut out on a piece of heavy card stock. It was then placed on top of the scene we created. The trickiest part was integrating the maze into the elements while maintaining legibility. The final step was to make the haze. The haze was achieved by lighting the set from underneath and having strategically placed vents that allowed the haze to flow up through the design. We used a cheap fog machine to create this effect. The props did a great job and let the haze to seep through just enough. Once we captured the shot, we did some post-production touch-ups on the computer. Ultimately we made some cool artwork for these labels. What you see here is the first release in the series. Keep an eye out for this can, and let us know what you think!
