# Novel Booze Branding Captain Ahab Lager Packaging Brings the Drinker into the Book By Amelia Roblin | Published 2011-03-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/captain-ahab-lager-packaging References: [packagingoftheworld](http://www.packagingoftheworld.com/2011/03/captain-ahab-concept.html) & [andrewherwig](http://www.andrewherwig.com/) 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](https://www.trendhunter.com/trends/1664-x-andre-saraiva). 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](https://www.trendhunter.com/trends/86-tattoo-limited-edition) 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. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 57% | Activity: 77% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Interactive Branding:** Opportunity for brands to create packaging and labeling that engages consumers and brings them into the brand's story. - **Mythical-inspired Design:** Designers can tap into mythology or fictional narratives to create unique and captivating brand identities. - **Storytelling Packaging:** Packaging that tells a story can add depth and intrigue to a brand, enhancing consumer engagement. ### Where This Applies - **Alcoholic Beverages:** Alcohol brands can explore innovative packaging and labeling concepts that immerse consumers in a unique drinking experience. - **Design and Packaging:** Designers and packaging companies can leverage storytelling and interactive elements to create standout brand identities. - **Literary-inspired Products:** Brands in various industries, such as beverages, cosmetics, or fashion, can draw inspiration from literature to create captivating products that resonate with consumers. ## Related on Trend Hunter - [Bookish Beer Cans](https://www.trendhunter.com/trends/faber-faber-beak.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [Limited-Edition Book-Inspired Beers](https://www.trendhunter.com/trends/book-ipa.md) - [Contemporary Beer Packagings](https://www.trendhunter.com/trends/beer-brothers.md) - [River-Inspired Beer Identities](https://www.trendhunter.com/trends/mekong-river.md) - [Retro-Inspired Beer Cans](https://www.trendhunter.com/trends/bellwoods-brewery.md) - [Playful Monster-Inspired Beer Labels](https://www.trendhunter.com/trends/wind-and-waves.md) - [Literature-Inspired Packaging Designs](https://www.trendhunter.com/trends/good-to-read.md)