This Craft Beer Concept is Surreal: 530 Craft Beer

by Shawn Binder on 09/30/2020 | 2 Minute Read

530 Craft Beer is a trippy 70’s inspired design that uses curved lines to create a surreal brand experience. The striking color schemes and decidedly unique label shape make this craft beer a cut above the rest. The wavy nature of this beer design hints that it’s best sipped on the beach, taking in the beautiful scenery.


530 Craft Beer is the result of a school project for Collateral Design, in which we were asked to create a product for the consumer industry. I chose to create a craft beer that is bold, recognizable and doesn't take itself too seriously.

Naming & Slogan

The name 530 makes reference to the end time of a common work schedule, usually a great time to grab a beer. I chose to use a dad joke for the slogan: "Life and beer are very similar. Chill for best results" because It represents, in a nutshell, the brand's views on life, while also being playful because beers are best enjoyed cold.

Chill for best results is also part of the logo. This is meant to be a little seed that is planted into the consumer's mind if they've only seen a single can, that then suddenly takes shape when the packaging and branding are taken into account.

The Packaging

By taking the logo design into account, I developed the visual vocabulary that would be applied throughout the branding and the packaging. The bottles, cans, and 6 pack designs are inspired by the shapes from the logo. The waves not only visually connect the packaging with the logo, but the waves also inspire the sensation of being calm and relaxed, which is how you should feel while drinking 530 Craft Beer.

What's Unique?

The slogan is not only an ice-breaker but also communicates the brand’s voice effectively generating a positive response. The packaging plays with the wave pattern and shapes, that is kept cohesively throughout the cans, bottles, and six-pack design.

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Editorial photograph
Editorial photograph
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