Espiritu
The spirit of the ales. This one of a kind beer and mixer will extend your palette, not only by itself, but with any strong water you would like to mix it with. Sweet earthy tones of the wind, rooted in clean citrus flavors, perfect for an unbelievable addition to any mixed beverage. Espíritu will bring you back to nature, to home. To feel free with every sip.
INSTITUTION: Tyler School of Art and Architecture
INSTRUCTOR: Soonduk Krebs
ELEMENTS: Branding, Packaging, Website, and Social Media
Look and Feel
The main component for Espiritu is the beer. These beers are meant to be multifunctional with the mixer component being an important factor. The shape of these bottles represents any additive that you would include to a delicious cocktail, while also being easily held for simple smooth enjoyment. These bottles, include the cultural illustrations to showcase the different flavors of Mexico to the viewer choosing their weapon.
Icons
Here are the icons that make up some of the main factors of Espiritu. To help describe and identify the different elements in this brand one icon was created for each of the primary beers in the series. This four icon set’s design allows for room to make patterns, use different colors, make inverse and outverse designs, and trying different sizes for each.
Illustrations
Espiritu illustrations are what made the brand come to life. These illustrations are based on different regions of Mexico that have helped the creation of this brand and the identity. They are made up of simple, color block type style with monochromatic color palettes. They also use the colors of the earth elements to help describe the stories of their region.
Packaging
The packaging of Espiritu is meant to make a meaningful impact. The meaning behind each flavor is included when reading any nutrition facts as well as suggestions on what to mix your beer with. Combining the illustrations with a simple minimalistic design highlights the photographic scene hoping to be replicated when drinking this delectable drink.
Carriers
The Espiritu carriers are meant to put a twist on a normal beverage series with each flavor having its own unique carrier. These carriers include simple, yet bold elements using the brands colors layered with white and/or black. Overall this beer series expresses a unique experience when viewing the packaging with simple yet clean shapes throughout the packages.
Mixer Sets
With Espiritu Beer being a two in one mixer and beer it was thought to be able to be bought with its own mixologist set. Sold depending on the earth element chosen, these kits include a muddler which includes the brand's logo, jigger, and a shaker representing the element with the base of metal.
Glass Sets
Since the brand is a mixer and beer these glasses had to be unique twists on cocktail and beer glasses to exhibit an elegant experience as well as a hearty glass. These glasses are an array of a tall glass, short glass, and shot glass that can be interchanged any time you enjoy one of these amazing beers. The design of these glasses includes the brands colors as well as variations of the logo.
Social Media
The social media was one element that really allowed room to experiment with the elements that make up the brand. This social media allows for a multi slide experience with the variety of interchangeable elements including patterns, bottle sketches, original illustration images, the earth element icons, and the brands colors. The variety of post excites the viewer and allows for a simple understanding experience.
Website
Espiritu's website is used as a clear and bold way of selling these one of a kind beers. The variety of sketch and color blocks gives the site an easily read and illustrative look as a different way of advertising compared to its competitors. The site also includes drink suggestions to bring out the mixologist in you and get customers excited for what they can experiment with this beer as well as drink it by itself.
Conclusion
While beer is commonly associated with a particular flavor profile, Espiritu offers an elevated drinking experience that expands beyond expectations. Its distinct taste not only stands alone, but also pairs well with a variety of mixers. Beyond its taste, Espiritu's cultural associations offer a connection to diverse cultural backgrounds, making the tasting experience more than just a sensory one, but an immersive cultural journey.