Cherry Pie Whole Amber Ale

Designer: Andy Tyra
Project Type: Produced, Commercial Work
Client: Right Brain Brewery
Location: Milwaukee, USA
Packaging Contents: Beer made with real Cherry Pies
Packaging Substrate / Materials: Laminated Paper Label
Printing Process: Offset Printing

The first in a series of labels for three beers made using actual pie. In this case, the Cherry Pie Whole beer uses a great many Cherry Crumb Pies from Traverse City, Michigan's Grand Traverse Pie Company to impart a tart cherry flavor as well as a "crust" note to the beer.

My goal was to capture the idea of a whole pie. My approach was to depict a classic pie-eating contest wherein there was a clear victor. This was not intended to be the sort of pie-eating contest that requires the winner to eat the most pies. Instead, it was supposed to depict the sort of pie-eating contest that requires the winner to finish one whole pie in the shortest amount of time.

What's Unique?
My intention is to create a continuous panoramic image with the series of three pie-themed labels. When placed edge-to-edge, the three labels will show three tables with various contestants eating their respective pies. The banner in the middle ground will be continuous from one label to the next.