The Challenge: Create a cool and edgy label for Badass Beer's Double IPA seasonal offering and deploy across landing pages and merchandise. Evoke the time of year, "Waning Summer" and incorporate the label's namesake pun, Heaven Hop Us, in the label illustration.

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The Solution: The centerpiece of the label is a sassy angel illustration. This character exudes confidence and attitude, reflecting the bold and daring nature of the Double IPA. Eye catching fuchsias, lavenders, and butter yellows were chosen to evoke the warm, sunset-like hues of late summer at dusk. These colors create a visually stunning contrast, making the label stand out on the shelves and landing pages. The Key Elements are groovy skulls, arches, and hops icons, created in Illustrator and deployed across landing pages as cool backdrops to recall the ingredients and element trends for chicness. The label's unique design is likely to draw attention on the shelves and online. It communicates the beer's personality, flavor, and the experience it offers, making it more likely to be chosen by consumers.

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