Hey's bold and quirky packaging design for a Barcelona craft beer brand

We all know that craft beer isn't just a delicious weekend treat; the packaging is also something of an obsession for us creatives. But in an increasingly crowded space, designers are having to push even harder to help breweries stand out.

Enter Hey's latest offering for Caravelle, a restaurant located in Barcelona's popular Raval neighbourhood that serves brunch, dinner and smokehouse dishes as well as speciality coffee, and its own range of beers. In 2017, Caravelle commissioned Hey to create the packaging design for its first range of craft beers. Back then, Hey crafted a landscape series of gradient layers with vibrant colour palettes to recreate the seasons and different times of day, making a connection between the ingredients and flavours.

Roll on to 2020 and Caravelle has expanded, moving its brewery to a larger site to keep up with ever-growing demand. "They asked us to expand the original design system with a range of four new craft beers," says Colet Castaño, senior project manager at the Barcelona studio. "For this new set of labels, we wanted to break with the typical craft beer look and feel, and create bold and unusual illustrations inspired by the original names and flavours of the brews. The result is a range with an overarching timeless design, and where every beer flavour has its own unique feel."

The new packaging for Caravelle features a vibrant and flexible design system by Hey that will allow the brand to expand its product range in future. For more background, visit heystudio.es.


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