Absurda Tells A Ridiculously Beautiful Stereotypical Story
by Chloe Gordon on 05/18/2021 | 3 Minute Read
When packaging can tell an inspiring story, I'm hooked. When the packaging happens to be on a beer can, I'm exceedingly thrilled. Absurda delivers packaging designed by Human that dreams are made of through funky colors, beautifully ridiculous illustrations, and a visual story.
Each beer features a character that's created from societal stereotypes to teach the foolishness of everyday life. I'm intrigued and thinking I'll need to try one of each to decipher which stereotype I fulfill.
Generally the absurd theater touches on themes as deep as loneliness, the passage of time, life, death, the lack of communication in the world. The objective was not to attend to that lack of meaning in life, but quite the opposite: to teach the absurdity of life in everyday and trivial events. Under this premise we built the identity for Absurda®, a new craft beer.
Each type of beer has a character, the characters are drawn from stereotypes or predefined archetypes in society. We intend through theatrical satire to build a different brand that speaks to each of us as individuals.
The GRO Agency