IndHed Beer

Click the picture to see the full branding
process and some behind the scenes work.

I found this beer bottle packaging through Behance and really liked the approach the designers took. I tend to lean more toward typographic packaging and this is why I took an interest to this particular one. The logo (IndHed) is in a handwritten, almost calligraphic font with high contrast and curved terminals (seen on the I, H and d). Lately, I've seen a lot of designers turn to this approach in typography (Jessica Hische and her book covers for example), but what differs this brand from others is the three dimensional element added to the letters by extending the right of the type to the upper right; it doesn't look flat like how you normally would see type on a bottle. Compare the logo to the rest of the font on the bottle, like where is says "American Pale Ale" and you can see the difference. The font for "American Pale Ale" is in an uppercase, thicker weighted, no contrast, serif font that reminds me of a cleaner, more modern typewriter font. Above "American Pale Ale" is a script like font. This is the only part of the packaging I do not care for. Even when you look at closer images, it is still difficult to read. The could have used either a more legible script or a sans serif font. I do like how the calligraphic font and typewriter font pair together. The packaging as a whole is designed well, but I do wish there was more breathing space between the different texts. The logo looks looks too close to the script font, making the bottle seem more bottom heavy with type while having a lot of empty space at the top of the bottle.

Written By: Melissa Hebbe