Beer science: Designer taps into lab culture

15 : 07 : 2013 Retro Design : Sciencific Packaging : Alcohol Packaging

Jerusalem – Graphic designer Ifat Zexer has created a visual identity for craft beer brand Demijhon, which uses laboratory imagery that harks back to the 1970s.

Each variety of beer has its own icon on the label, and each comes in a different laboratory-style beaker. In line with the scientific aesthetic, the label clearly explains the qualities of each beer as if naming the properties of a chemical compound. In addition, the beers have numbers rather than names.

This is a well-executed identity for a beer brand that taps into consumers’ emerging fascination with science and the lab. For a detailed look at this shift, read our Re-enlightenment Rising macrotrend.

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