Blue Moon Brewing Company and Trinity Brand Group created the “Rising Moon Art Series” in celebration of the brewery’s 20th anniversary. They invited 20 up-and-coming artists from 20 US cities to create limited edition labels for the company’s Belgian White beer. Artists used the Blue Moon brand for packaging design inspiration.
The Trinity team chose the artists based on label concept, statement and story. It selected a diverse collection of labels in order to showcase a variety of personalities and art styles. Trinity said that the project fits nicely with Blue Moon’s philosophy, “Artfully Crafted.”
The Berkeley, California-based brand consultancy said it contacted a variety of sources—including agents, art historians and legal counsel—to discover the rising artists. It gave the artists just one requirement—the designs needed to include a blue-colored moon.
Using hand-drawn illustrations and artists’ designs on beer packaging is looking like a trend. Facing a highly competitive market, traditional beer brands and craft breweries alike have been collaborating with artists to make their packaging stand out.
Earlier this year, German brewery Warsteiner curated its third limited edition Art Collection series. Anheuser-Busch boosted the trend for its Bud Light, showcasing 27 artist designs on its Mad Decent Block Party limited edition packaging this year. Small companies like the Coppertail Brewing Co. and Marble Brewery feature unique illustrations on their standard packaging.