RIP IPA

BRIEF

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.