VITAL ipa

Role: Design, Lettering, Tagline, Pattern
Art Direction: Bill Covaleski

The direction was to land somewhere between vintage victorian era tinctures and an energy drink to relay that this beer will cure your hop obsession.  I focused on the victorian aesthetic but utilized an irregular color palate and clean vector shapes to modernize it.   The pattern is comprised of mostly mono-weight sans lettering blocks of flavor descriptors to balance the sense of ornamentation against the relatively clean central logo.