Hello Darkness: Jolly Pumpkin Variety Pack

Jolly Pumpkin comes in many flavors; this variety pack contains four dark beers brewed by the Michigan based brewery. When I hear dark, I think of the song “Sound of Silence” by Simon and Garfunkel; so the theme of this four pack is “Hello Darkness,” the opening line to the song. Since the theme is based on a song the labels create a guitar when line properly (sound hole, fretboard, hand playing, and headstock). The color palette was limited except for a “pop” of color for each flavor. The logo also received a refresh. I wanted it simple and for it to retain the previous logo’s main components. To connect the logo with the theme, I placed it into the shape of a guitar pick. There is also a copper wire that relates to guitar strings on the neck of the bottle (high-end).