SCHRODINGER’S CRAFT

BEER PACKAGING 

︎ART DIRECTION
︎PACKAGING
︎GRAPHIC DESIGN

In this project, we were asked to create a beer label for Brew Ha Ha brewery in Birmingham, which is launching a new line of craft beers loosely based on three geometric shapes: circle, square, and triangle, launching in summer 2022. When looking for inspiration for the main concept, I came across the Schrödinger's Cat thought experiment. Imagine a cat, closed in a box, that can be both alive and dead at the same time as a result of its fate being linked to a random subatomic event that may or may not occur. 

I combine this idea with the manipulated square shapes that wrap around the can, creating an intriguing illusion of depth with bright colours inspired by radioactive decay. The cans could be purchased in bulk through a subscription service, where every time different flavours will be added, those would be selected at random, alluding to Schrödinger's experiment.