In 2018 I was commissioned to by Cellador Ales to create Special Anniversary brand packaging, complete with custom illustrated labels and marketing elements.
Tools: iPad, Procreate
Prep sketches to nail down the direction with client. They weren't sure what they were looking for at first, so these helped us see what they did and did not want. The direction was that it needed to be more horizontal or landscape oriented, not so much a vertical or centered label. After a quick touch base we got the direction spot on.
This sketch shows the foundation structure for the background characters in the scene. On the left we see the rough sketch / underlying direction. Then on the right we see the refined characters for the crowd. The scene is a mirror image (playing a little on the mirror that will divide the scene) so the graphic layout saved a little time there.
This is the underlying artwork for the final label. Then I created the label design for placement on top. The areas that the label and text would cover was considered before the graphic was finished.
All the typography is hand drawn and created in multiple layers in Procreate on iPad. We used the Moon character for some special edition shot glasses (see below) as well.