Marta Llop used the ancestral territories of people from Chelly’s Canyon for inspiration behind the beer packaging for T’ani l’ai. The result is an extremely symbolic package design.
Even the name draws on this native history, as T'ani l'ai means dragonfly in the local language. The packaging itself looks like hieroglyphs one would find on a historic wall, and apart from the name at the very bottom of the bottle, no text has been used on the front. The beer comes in a few different flavors, and according to the designer Marta Llop, "water shaped land the same way water shapes this beer."
Clearly symbolism is a major component with this type of beer branding, and one that is mysterious enough to grab people's attention so they can find out more.
Sacred Beer Branding
T’ani l’ai by Marta Llop Draws on Ancestral Territories for Packaging
Trend Themes
1. Ancestral Branding - Using history and culture to inspire packaging design for products is a trend that could drive demand for locally-sourced, naturally-inspired products.
2. Symbolic Packaging - Product packaging that relies heavily on symbolism can be a disruptive innovation opportunity for companies seeking to differentiate their products in the market.
3. Mystery Marketing - Building a sense of intrigue and mystery around a product without revealing too many details can be a successful marketing strategy for brands.
Industry Implications
1. Craft Beer - Craft beer makers can use symbolic and historic references in their branding to differentiate their products and appeal to consumers looking for unique, local offerings.
2. Artisanal Food - Artisanal food companies can increase customer engagement and loyalty by incorporating local cultural references and symbols in their branding and packaging design.
3. Ethnic Products - Creating and marketing products that reflect the history and culture of specific ethnic groups can be a disruptive innovation opportunity for companies seeking to target niche markets with unique products.