Mill Street Brewing 2018 Seasonal Releases
Hopped & Confused
Hopped & Confused takes a different narrative turn from Mill Street’s more conservative core beer designs. This hand-illustrated design features a cacophony of Canadian characters in bold, bright colours. We wanted to have fun with this design and play with narratives and storytelling, leaving the goings on to the consumer’s imagination. This particular design drew a lot of attention from consumers—Hopped & Confused was one of the LCBO’s top-selling new beers in 2018.
This Blood Orange & Chamomile Wheat subtly intertwines layers of design and wordplay. A first look shows a primarily white label with a window into blood-orange space. Closer inspection reveals distinct narratives threaded throughout the design: an astronaut free from the weight of the world, a metaphor for the beer’s lightness; gold throughout the blood-orange sky, a connection to golden wheat. From afar, the contrasting colours on the label really help this beer stand out against other witbiers on the shelf while—like the flavours of orange and chamomile—the interplay of elements in this beer are subtle, requiring careful consideration to reveal all.
Organic Mix Pack
The Organic Mix Pack features four beers, the original Organic Lager and 100th Meridian Organic Amber Lager alongside two new brews: Organic Pale Ale and Organic Weissbier.
The Pale Ale and Weissbier each feature an ingredient-focused design and colour palette with custom woodcut-inspired typography. The new beers are deliberately positioned in the open-facing side of the mix pack, connecting the contents to the outer box.
Chocolate Blossom features botanical illustrations of cherry blossoms swirling in a dark pool, seemingly infusing the dark stout with notes of cherry throughout. The gold highlights on this label help bridge the stark contrast of the white blossoms against the black backdrop while connecting the design to the top band, but the chocolate is clearly the star while the cherry blossom exists to provide richness of detail.
The Draught-Style Vanilla Porter makes use of clean typography and botanical illustration set against a creamy colour palette. Our strategy for this design was to approach the vanilla concept in both a literal and figurative sense. The design seems plain at first glance, where a closer inspection will reveal gold highlights and illustrative elements that elude to a richness of detail. Dark highlights set against a pale backdrop are evocative of vanilla bean on ice cream. Overall, the design feels smooth and rich, like a Nitro pour.
Mill Street’s Chocolate Blossom and Draught-Style Vanilla Porter are both in contrast and connected, similar to their creamy counterparts. Both share a common colour palette, featuring cream, white, black and gold with botanical illustrations at the centre.