When labels can be effective but also implement a maximalist-inspired design, the result is striking. Rascal Brewery’s packaging design for Bruce and Betty, created by Penny Whip Studio, is functional, lively, and stunning. The colorful illustration is inspired by Mori art, and the custom-made designs on each can are inspired by traditional conventions.

The design of Bruce and Betty takes inspiration from the Mori art of whakairo carvings to tell the story graphically. These are completely original illustrations with no elements taken directly from Mori art. We wanted to give a cultural context to the design and explain the inspiration. In Mori culture the term ‘whakapapa’ is used to describe lineage and genealogy. However, the term can also be used to the act of giving a cultural context to Mori-inspired artwork.