Branding and label design for Mantra Artisan Ales’s RIP India Pale Ale with Reaper Chili.
PROJECT DETAILS
Deliverable:
Packaging
Can Label
Client:
Mantra Artisan Ales
Credits:
Creative Direction
Design
Copywriting
“More Cowbell!”
RIP IPA
COPYWRITING
Sever the ties of traditional, and journey into the flavor beyond. Rip is an India Pale Ale brewed with enough Reaper Chili to sail your taste buds up and down the river Styx with Bruce Dickinson. Dead men tell no tales, but this cauldron of molten lava will make you a legend. No need to fear the reaper. This can is your cowbell. So, go ahead and explore the space.
RIP IPA
DESIGN DETAILS
Dripping Mantra Logo
Rip Deco Crow
Cowbell
Grim Reaper with cowbell
RIP IPA
CREATIVE INSPIRATION
RIP was inspired by the Saturday Night Live sketch, “More Cowbell” with Christopher Walken. The label design includes a grim reaper with a cowbell and copywriting references to the dialog in SNL Sketch.
Final Label Design
Rip Video Promo
After designing the packaging, I had an idea to recreate the famous SNL “More Cowbell” sketch in a beer brewing context. I pitched the idea to the brew team and they loved it. So, I transcribed the dialog from the original sketch and rewrote it using brewing lingo. Then, I gathered the brewing team together to create this gem. We rehearsed for about 45 minutes and then recorded several takes of the script. It was a fun afternoon full of team building that created a fantastic promo for this crazy beer.