Art Direction, Graphic Design
Picnic
Picnic emerges as a sub-brand of Hasta Pronto Brewing, a distinguished artisanal beer label nestled in Santiago de Chile. Presenting a limited-time offering, Picnic introduces a refreshing twist with its debut creation: Picnic Hard Seltzer.
My contribution to this venture, in collaboration with Damián Castro, a skilled team player, and illustrator, encompassed crafting an idea and its narrative for the labels and launch of two new products: Grape and Blueberry Hard Seltzers. Through extensive research, we curated a color palette reflective of each product and its flavor profile, ultimately leading us to the idea of duality between day and night.
Hard Seltzer, a beverage primarily composed of flavored carbonated water and alcohol, prompted us to consider the moment of consumption: Gatherings among friends, parties, and beyond.
Picnic was the name bestowed upon us by the brand for their product, carrying a profound meaning: "Problems In Charge, Not In Computer." This significance aided us in finalizing our idea.
PICNIC, the word, denotes "An outing made in a group to eat or snack in an open space."
To foster a sense of affinity towards this new product, we opted to portray anthropomorphic animals, mere representations, so that users could simultaneously engage and feel represented particularly when enjoying the beverage.
Art Direction, Graphic Design, 2023
Art Direction: Bárbara Fenzo
Illustration: Damián Castro, Bárbara Fenzo
Location: Remote, Chile - Spain