An eclectic mix of musical genres influenced the newest range of New Zealand exclusive Beck’s bottles. Each label motif is a reflection of cover art for a specific genre of music, in an exaggerated, almost clichéd way. From indie to hip hop, rock to pop, heavy metal to punk, Beck’s captured the varied sounds that are ever-present in the NZ music scene.
The brief was to create a pack to show off these new labels. Influenced by music, it seemed an appropriate choice to house each genre (beer) within a boom box, a classically nostalgic music symbol. One thing that was clear from the start, this needed to be engaging, uber cool and become a piece of packaging that was hard to part with.
The exterior felt like it would need a bit of depth, something to catch the eye rather than just relying on the print. The Beck’s crest and speaker rims were designed as separate pieces to stand out proud, plus the cassette deck physically works, pulling open to reveal a custom labelled mixtape.
As the boom box opens, it displays 6 beers, cradled in their own individual cut-outs for both presentation and protection. Thankfully Beck’s wanted this as a 12 pack so the box needed an additional layer between them, preventing the beers touching each other. This opened up a whole new level of creativity; other music-y items, like hip hop inspired pop-out glasses, coasters, retro cassette tapes and a USB with sponsored Beck’s track lists to listen to while you enjoy a drink.
Straight out gangster…
Artwork: Curious Design
Photography: Gregoire Aubourg