Is it me? Or is it the mystery of IPA packaging?

I came across an entry in 2018 Communication Arts Design Annual. Little & Company a Minneapolis design firm appears to rank as important in the submissions in the packaging category. Work for their client, Fair State Brewing Cooperative presents another “what the…” moment. Take a look.

http://www.littleco.com/project/fair-state/

Do any of these packages even remotely indicate that there is a beer in there.

Compare that to the approach of Caroline Blanchette the art director for Stand MTL Inc. a firm in Montreal, Canada. For yogurt brand Liberté. Liberté – Kéfir

On the same page in Communication Arts, both the yougurt and Kefir packages. Well it’s clear to me. There’s some yogurt or yogurt juice in there…

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