BREWING UP A STORM
“The whole idea behind ABSTRAKT is to push the envelope on what we expect from beer,” says O Street art director Neil McDonald. “I wanted to bring this idea into the design, and blow it up.”
The blurred boundaries between art and beer, the limited-edition small batches – each known by a code – and the unusual flavours of the brews all fed into ABSTRAKT’s new identity and packaging.
The typographic system with scored-out type was inspired by the ‘coded’ element of the beers: “It has an abstracted quality, and is brave and confident, much like the wild flavour combinations of the beer,” notes McDonald.