For the IBC root-beer package re-design I wanted to shift the appeal from an emotional to an ethical one (ethos) by making statements about the heritage of the brand, asserting it's continued presence in the market by announcing i's 100th year in business. I think that my use of image and color was well conceived due to the face that the black and gold mix to create root-beer, along with having the added connotation of wealth (relating to age and also success,) while my imagery reinforced the age by pulling from period specific imagery to "sell" the original brew feel.
Cohesion was my main focus when creating the system, since this was going to be a one year run at max the new IBC would have to be recognizable from any of the designs, not just one bottle. I think that the dimensions of the bottle created a very nice way for me to organize information of the growler, playing off of it's length. The hard breaks in the four pack also made for easy dramatic shifts of composition and color to occur, making the design more interesting per each side.
Hierarchically I wanted the IBC logo to be dominate whenever the product was picked up, then the imagery afterwards.
I think this point of entry is essential to the system of the product and also provides a clean entry point for the whole system.
I wish the craft of my physical objects was a tad bit better, if I had reconstructed the four pack the labels might have seemed more affixed but other then this I think that it went well. One of my considerations for the labels was to coat the sides in black pen to ensure that even if the affixative came off the bottles would still look perfectly on.
The photography seemed to come out alright for me, I think that the context shot of the growler might need to be in a fridge somewhere but, the racks that are available didn't fit the bottle. Perhaps I'll use the single bottle or four pack next time.
Overall, I think the design system I created was successful in capturing the essence of IBC's 100th year.