Mountain Brew

In my Advertising class we had to do a package redesign. We could choose any product we wanted for this assignment and I thought to myself, "It's gotta be beer". Specifically, Bell's Expedition Stout. In my opinion, Bell's current packaging doesn't quite capture the epic essence that the Expedition name demands. If you're familiar with this beer at all I'm sure you know what I mean. When I think of the word "expedition" I think of trekking to highest, farthest corners of the earth and all the obstacles you would have to overcome in between. Bell's Expedition Stout boasts a unique and complex flavor and so I wanted this beer to have the same elite status of an explorer who's conquered Everest. Therefore it was important for me to make sure my redesign captured that spirit of adventure that has been missing from the Kalamazoo-based brew all this time. So without further ado, here's what I came up with!