Challenge: Create modern and rebellious packaging for Goose Island’s new IPA offering

The challenge to this project was that the brief allowed us to do whatever we wanted to. The brief did not mandate that we use the Goose Island goose, but because geese are known for their attitude we felt it only only appropriate due to the hoppy and bitter flavor profile of this IPA. The following solutions show two opposite ends of the spectrum of the kind of attitude we were going for, one using unique diecuts and characterizing the goose to convey attitude, and the other using bold simple color to elevate the attitude.

The following work is concept art done at and owned by Interbrand Cincinnati.