Seattle-based Elysian Brewery lately redesigned the label for one in every of its authentic brews: Immortal. Because the unique label was impressed by mythology, the brand new label took it as inspiration to proceed with the legendary aesthetic. In addition, the brewery’s inside design staff was impressed by the tarot card and subsequently dove into the world of tarot playing cards and their deeper meanings.
The result’s a six-pack impressed by a deck of tarot playing cards, every with an emblem that emphasizes the immortal idea. The illustrations are detailed and filled with character, whereas the colour palette of every label feels proper in keeping with a basic tarot deck.
Elysian lately unveiled a label refresh for one in every of its OG beers, which was first brewed over 25 years in the past. As one in every of their longest standing beers, Immortal’s authentic label was impressed by Greek mythology, showcasing Zeus sitting defiantly on his throne as he harnesses heaven’s lightning right into a vibrant scepter of energy and hearth.
Seeking to keep up a connection to the beer’s authentic roots, Elysian’s design staff approached the Immortal refresh by trying on the authentic tagline ‘Power in Balance’ as a jumping-off level for brand new artwork. They had tried to refresh the model a number of instances over the previous few years, however nothing actually clicked till this authentic narrative was launched right into a tarot framework – an concept that was first sparked final yr.
To additional construct upon this framework, every of the designers had been enrolled in a tarot class and the synchronicity helped to tell and illuminate this route they’d in the end charted. Individually, every designer created a tarot card that represents a distinct a part of Immortality. Together all three playing cards inform an interconnected story, however individually signify a distinct a part of Immortality:
- Turtle + Lion: Balance / The Immortal Balance
- Old Man: Wisdom / The Immortal Wisdom
- Snakes: Power / The Immortal Power
With this in thoughts, the design staff checked out 6-packs of the beer as a deck of tarot playing cards. These playing cards/labels are additionally featured on the provider and encircle the pack as an infinite image, which additional emphasizes the immortal idea. Hidden beneath the provider is a card reader’s hand pulling a card for the buyer that coalesces the general narrative and units a tone for the beer, ending with the phrase, “Immortal Never Dies.”
The in-house design staff is consistently pushing the boundaries and exploring how they’ll drive pleasure and inspiration by way of label design. With this refresh, Elysian has labored to breed innovation, but in addition retain Immortal as a robust legacy with a appear and feel that matches the present model ethos and honors the roots of its beginnings.
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