Weixi Zeng
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The 3 Brewers Beer

The 3 Brewers (Les 3 Brasseurs) is a French Canadian microbrewery restaurant chain based in Québec and Ontario. One of their iconic product line is their "Neighborhood Beer" Series. This packaging design campaign aimed to bring six of their unique tasting beers from local stores to the hands of global customers. 

The 3 Brewers (Les 3 Brasseurs) is a French Canadian microbrewery restaurant chain based in Québec and Ontario. One of their iconic product line is the "Neighborhood Beer" Series. This packaging design campaign aims to bring six of their unique tasting beers from local stores to a broader audience:

 

The ultimate goal of this packaging design project is to refine the current brand and elevate the value of the product. 

 

My first step was to research and understand, what makes The 3 Brewers' Neighbourhood Beer unique. What are the culture heritages behind each of their neighbourhood beer flavors. I found out that The 3 Brewers first originated in France. Back in the 1980's, their founders were the first to brought the concept of microbrewery and craft beers to Canada. The 3 Brewers believes that beers should be produced in small-batches; that way people can taste the care that's been put into each beer. They're also whimsical of the past where each village had their own beer crafters, and the taste of the beer would vary throughout different towns.

 

 

I then created a new logo for the brand. The new design makes the brand feel more sophisticated. I got rid of the out-dated looking illustrations in the old logo; instead created a customized letter 3 to represent the "3 brewers" identity. I also picked a new typeface for the brand; and around the letter 3, developed a stamp-like brand mark.

 
 

Based on the storefront of each local chain, I traced and drew the building in the form of technical architectural line prints. The results are six detailed drawings that remind people of the past and the history of each neighborhood. 

 
 

For each location flavor, I also created a customized type word-mark. They were all based on the same typeface (Heroic), but expressed through different weights, contrast,  and style. Each of those type mark fits the historical background of each location, and uses a type style that best represents that neighborhood.

 

To further differentiate each flavors, a stamp system was created to help customers distinguish the flavors more easily. The stamps features the address, city, and postal code for each neighborhood beer. Colors were also used as a categorizing tool.

 
 

Stamp mark and location illustrations in details.

The labels for each bottle were designed in a fashion of how craft beer brewers would create labels by hand. It has a whimsical factory quality, as well as the feeling of independent manufacturing. The edges were perforated, and the corners were quarter-circle-cut. The highest amount of thought were given on the details of type on the label, which reflects a sense of care through the process of brewing these Neighborhood Beers. 

 
 

Eventually, A six-pack case was created to hold these six flavors from six of Les 3 Brasseurs' local microbreweries. The case was designed to show off the stamp of each location on the outside; which is also an indication for the customer the beers that's inside. The case was produced in black and white screen printing.