Label design
Student Project
Student Project
For this assignment we were asked to create a design for a beer marketed towards a traditional, blue-collar, working class audience. Rip Tide appeals to the people I knew growing up in eastern North Carolina who fit this exact demographic, especially people who work around the water. I wanted the elements of the design to play with familiar language, shapes, and colors.
If you’ve been around the ocean you know the saying for being caught in a rip tide: Don’t fight the current, a perfect tagline. The distinctive warning sign orange is paired with the sun bleached blue of a sunny day on the water to evoke that familiar aesthetic.
Typography
Citrus Gothic with Latienne
A rip tide is dangerous but can appear calm on the surface, and the typefaces I chose embody this dichotomy. Strong but with selective flare, the sans-serif Citrus Gothic is paired with the elegant Latienne with its flowing serifs and graceful contrast. Despite their differences they pair perfectly with their matching wave-like terminals. I extended the tail of the “R” slightly below the baseline and created a ligature with the “T” and “I”. Incorporating the subtle characteristics of water into the characters of the logo and helping with readability.
