# Grotesque Graphic Branding A.Le Coq Packaging Markets a Beverage that Will Mangle Your Senses By Amelia Roblin | Published 2012-08-22 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/ale-coq-packaging References: [thedieline](http://www.thedieline.com/blog/2012/8/21/a-le-coq-estonian-brewery.html) & [luix](http://www.luix.com/portfoolio/toode_alecoq.html) Given enough beer in your system, you might start to feel that you physically resemble A.Le Coq packaging. The unusual looking drinking cans have been covered in [kooky illustrations](https://www.trendhunter.com/trends/range-of-beers) that feature yellow eyeballs, intestinal tubes, fangs and toothy gums, all distorted into a monstrous visual motif. But as unsightly as this subject matter could be, tattoo artist Kristjan Luiga has rendered the disfigured drawing into a compelling stylized cartoony image, providing the consumer with unexpected illustrative intrigue for a [simple can of alcohol](https://www.trendhunter.com/trends/faber-faber-beak). The Estonian brewery's product is masked with a [sense of mystery](https://www.trendhunter.com/trends/prank-pack), nearly literally catching the eyes of people passing the liquor store shelf. A.Le Coq packaging appears to promise an extrasensory and out-there experience of carousing a cold one. ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 62% | Activity: 29% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Graphic Brutalism:** The use of unsettling imagery and abstract design in branding is a disruptive innovation opportunity for companies looking to attract younger, more adventurous consumers. - **Illustrative Intrigue:** Providing unexpected and striking visuals on product packaging is a trend that can be utilized as a way to stand out on store shelves and create interest in a product. - **Mystery Marketing:** Building an aura of mystery and intrigue around a product through unique packaging and branding is a trend that can be utilized to create hype and buzz among consumers. ### Industries Being Reshaped - **Alcoholic Beverages:** The use of unconventional branding in alcoholic beverages presents a disruptive innovation opportunity to appeal to younger, more edgy drinkers who are looking for unique experiences from their drinks. - **Tattoo Industry:** Collaborating with tattoo artists or using tattoo-inspired design in product branding can create a disruptive innovation opportunity for the tattoo industry to expand its reach into new markets. - **Packaging Industry:** The trend of using unconventional and eye-catching packaging designs in product branding presents a disruptive innovation opportunity for the packaging industry to create new, innovative designs that stand out on store shelves. ## Related on Trend Hunter - [Tattoo-Covered Beer Packaging](https://www.trendhunter.com/trends/86-tattoo-limited-edition.md) - [Horrific Beer-Themed Comics](https://www.trendhunter.com/trends/garage-beer.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Colorful Kombucha Branding](https://www.trendhunter.com/trends/colorful-kombucha-branding.md) - [Graffiti-Painted Beer Packaging](https://www.trendhunter.com/trends/1664-x-andre-saraiva.md) - [Artistic Beer Packaging](https://www.trendhunter.com/trends/core-legends.md) - [Retro-Inspired Beer Cans](https://www.trendhunter.com/trends/bellwoods-brewery.md) - [Refreshing Cherry Beer Labels](https://www.trendhunter.com/trends/tainted-love-beer.md) - [Visual Beer Brand Identities](https://www.trendhunter.com/trends/visual-brand-identity1.md)