This design concept by Milos Radmilac is an illustrated dream that perfectly matches its fictional inspiration. Utilizing striking blues and greens, reminiscent of a comic book, this concept and illustration for the 0.5l Pale Ale beer was crafted for a fictional local brewery, based in Radmilac’s hometown in Serbia. ??The design was created to represent the main pillar of the beer itself: a powerful, but refreshing taste, that you can come back to every day. The eagle is one of the most represented animals in the country, and to help it be recognizable on the shelf, the designers illustrated approach was taken with the brand.

To reinforce the idea of beer, a hop color- green was utilized, with a few leaves added for a good measure. Surrounding elements were chosen based on the local twin mountains that decorate the town. A night scene with cooler colors were used to offer a contrast to the eagle. All these elements came together to create a beautiful label that mixes pop-art and timeless fantasy.