Lemon Groove | Blackberry Farm Brewery
American Package Design Award Winner 2023 | Graphic Design USA
Objective:
In collaboration with Kroger and Firepot Nomadic Teas, Blackberry Farm Brewery created a fall chamomile IPA with a hint of citrus. The name and label art were to be inspired by the chill vibes of chamomile tea.
Concept:
What could be more chill than 60s groove? “Lemon Groove” was a pun on “lemon grove”, the name of the tea provided by Firepot. The label art should remind drinkers of the psychedelic concert posters of the 1960s.
Sketching
Initial sketching explored creative ways to marry lemons with groovy lettering. Placing the lemon as the sunset seemed like a was to do this without promising a profoundly-lemon flavor, which we weren’t sure was a possibility at this time. Chamomile ended up being the real star, which made its way onto the final can in the form of scattered flowers.
First Draft
This one was rejected for being “too pink”. I say double check your 1960s Pinterest board. However, the colors weren’t right for a fall beer, and the powers that be felt the lemon character was a little cheesy. These concerns were addressed in the final version.
The Final IPA
Final Printed Product
Extra Deliverables
Taproom Poster
