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Novel Booze Branding
Captain Ahab Lager Packaging Brings the Drinker into the Book


By: Amelia Roblin (Superstar) Mar 4, 11
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I admit that I have not read Moby Dick; however, Captain Ahab Lager packaging was designed to bring the drinker into the book with this fictitious draft branding.

Based on the Herman Melville story, this alcoholic brew’s identity embodies the character of Captain Ahab himself, tackling the turbulent waves of the wide seas. The famous whale is present on the six-pack box, bathed in a bright orange hue that consumes the carrying case.

The beer bottles’ labels and caps are orange as well, acting as a tinted veil before the eyes of the observer. The designer, Andrew Herwig, has perhaps used the color to create a separation between the tale and the beholder, giving the illustrated scenes a mythical quality. Embodying more literal depth than most beer brands can brag, Captain Ahab Lager packaging serves up a story.



Source: packagingoftheworld
Readmore: andrewherwig



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