Diana Goldberg designed the packaging for Posen Beer, taking inspiration from her family, especially her great great Aunt Martha.
Growing up in the United States, her family worked as artists and in construction, but Martha in particular worked at a rodeo "called Miller Brothers 101 Ranch which was the birth of the Wild West Show," according to Goldberg. To symbolize this history with Posen Beer, Goldberg made a label that features a bull right in the center, with what looks like beams of light coming out of the animals head. Surrounding the bull are ropes, which contributes to this rodeo-like look. The color scheme is quite neutral, with a dark red, yellow and green symbolizing the different types of beer.
Why This Trend Is Growing
- Heritage-inspired Packaging
- Inspired by personal or cultural heritage, packaging designs take cues from the past to create a unique and memorable visual identity.
- Western-inspired Branding
- Drawing from the aesthetics and narratives of the American West, brands create bold and distinct visual identities that tap into popular cultural tropes.
- Minimalist Color Palettes
- Limited color choices, often featuring neutral tones, creates an elegant and understated visual identity for many brands.
Industries Being Reshaped
- Alcohol and Beverage
- Branding and Packaging for alcohol and beverage brands often draw heavily from heritage and cultural narratives as a way to create distinct and memorable identities.
- Design and Branding
- Design and branding agencies work with clients to create unique visual identities for a wide range of products, often utilizing cultural touchstones to create something memorable.
- Marketing and Advertising
- Marketing and advertising professionals work to develop campaigns that utilize powerful and meaningful cultural narratives and identity to build brand awareness and recognition.
