Art Direction, Branding, Packaging Design
When Victory created Sour Monkey, it was certainly a ‘go big or go home’ moment. Not only was this the brewery’s first sour beer, it was also a completely out-of-character take on their famous Golden Monkey—a heavy-hitting 9.5% ABV Belgian Tripel. Our design team was tasked with creating a brand that matched the intensity of this tart and funky limited release that also payed homage to the established Golden Monkey brand.
As another designer crafted the brand’s hand-lettered logo, I twisted Golden Monkey’s deep purple and gold color palette and sunburst background into a shimmering, screaming spiral of neon green, pure magenta, and bright purple—not to mention the floating Golden Monkey logos. Spot inks and metallized label stock pushed the shelf presence of the beer, but we had one more trick up our collective sleeve...