(concept)
How does a label communicate the personality and nuance of a style? Lovingly named Skhelley Helles Lager, the packaging solution delivers a playful and contemporary flavor to the identity of a Helles Lager. Inspired initially by the origins of Helles, the medieval Northern European theme of the Danse Macabre represents the German identity of the lager as well as its seasonality. The context of the Danse Macabre and it’s tie to springtime is tangential, yet still contextual to visual identity. At the same time, was balancing the contemporary with the classic. By maintaining the pool-table green background and half-ironic blackletter typeface, yet pairing with the bright neon palette, the classical Helles is not so much reinvented, but made fresh, striking, and fun, as the beer itself represents.
