Archrival has taken a design journey to the dark side of ale to create the brand look for "Certified Evil," a new Belgian-style dark ale from Lucky Bucket Brewing Company in La Vista, Nebraska.
The design needed to find a way to mimic the flavor of the beer visually, as well as pique shelf interest.
Therefore, the design direction relied heavily on the dark appearance of the beer, complex flavors, and of course the name, 'Certified Evil,'" said Clint Runge, creative director, Archrival.
Certified Evil is the result of a 2008 collaboration project with Todd Ashman of Fifty Fifty Brewing in Truckee, California, and Matt Van Wyk of Oakshire Brewing in Eugene, Oregon.
Each brewer set out to create a dark Belgian strong ale with their own unique spin on the style.