Persica Indica

BRIEF

Persica

Branding and label design for the Humulus Project Double IPA, Persica Indica.
The brewers at Life Is Brewing developed a new line of India Pale Ales that did not fit into the existing brand catalog, so I developed an entirely new branding imprint called the Humulus Project. We wanted the brand to stand out. Everything about this brand is bold and demands attention. The design jumps off the shelf, the copywriting is introspective. This brand is designed to be enjoyed without distraction at the end of the day as you reflect on things that matter most.

PROJECT DETAILS

Deliverable:

Packaging
Can Label

Client:

Humulus Project

Credits:

Creative Direction
Design
Copywriting
“Find your way.”
Persica

COPYWRITING

Peaches and Mangoes found their way into this refreshingly bright IPA with a thick, heady aroma and nectarous middle befitting two of the planet’s most cherished fruits. Its hoppy finish derived from centennial, cascade, azacca and simcoe hops lingers just long enough to catch a glint of summer sun in the glass.
Persica Can
Persica

DESIGN DETAILS

Persica Title
Persica Back
Persica Back
Persica Tree with Peach
Bhang Humulus Logo
Humulus Logo
Persica

CREATIVE INSPIRATION

This beer was originally a part of the Mantra Artisan Ale can series. After I developed the Humulus Project Brand for Life Is Brewing, we migrated the product to the new line and I upgraded the packaging. I modeled the Humulus Project Logo after the Humulus (hops) Molecule, which gives beer its bitter flavor. There is a ton of hops in Humulus Project beer, so I designed the packaging with a huge logo to signify “it’s all about the hops”. I conceived the tag phrase “Boldly Unwind” as a suggestion of how to enjoy the product. The flavor is so bold and complex that it demands attention. It doesn’t need anything else. It’s the perfect beer to enjoy while watching the sunset as you reflect on your day.

Original Mantra Label design before migration
Final Label Design