Beer science: Designer taps into lab culture

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.