The project objective was to create a new product that will be competitive in the marketplace, in addition to engaging the target audience and present a traditional design solution. In order to do that, a unique bottle shape was selected that is different from your typical root beer. The bottles were painted satin burgundy to give them a unique appearance. The chosen colour palette was inspired by old root beer labels.
There is a lot of history behind ‘Elmer’. In 1876, Charles Elmer Hires was the first to commercially sell root beer and so his name and beverage live on in ‘Elmer’. An elm tree was used in the label to unify it with the brand name. The design of the box extends the brand by telling a story; bringing your taste buds to a rich and creamy pathway of pleasure. The neck and cap labels were kept simple and used components from the bottle label.
