NASTY GAL BREWING CO.
Packaging
Art Direction: Paul Sheriff
Made For: Tyler School of Art and Architecture
A beer-focused alcohol brand that targets women through Disco and psychedelic poster aesthetics. Utilizes the likeness of Diana Ross, Donna Summer, and Thelma Houston.
Background
Beer companies have always catered their advertisements and branding toward a male audience. There’s a stereotype that women don’t like beer and enjoy drinks that are considered “girly drinks.” I wanted to break those stereotypes by creating a beer brand for women and utilizing empowering figures at the forefront of the designs. I chose women in Disco as they dominated that genre and allowed women to feel sexually liberated and free. I wanted to pay homage to icons such as Donna Summer, Diana Ross, and Thelma Houston as they were major influences for so many women.
Previous Designs
Since Disco is a genre that was free-going, sexually liberating, and all about having fun, it was fitting to pair it up with the style of ‘60s psychedelic posters. One issue that came up was that the ‘60s psychedelic aesthetic tends to be very busy. I wanted to add more focus to my illustrations of these disco icons as well as make the name of the beer a lot bigger. I had to remove some elements of my initial designs so that they wouldn’t compete with other graphic elements as well as make the colors more vibrant.
