A clandestine wrapper for a clandestine race
Packaging design for the beer that is handed out at the end of the 5k Indie Runner race 'Noord Gestoord' at the Amsterdam NDSM wharf.
Sketching, illustrating, graphic design, art direction
Why
Noord Gestoord is a yearly 5k race, held at the NDSM wharf in Amsterdam. As a refresher and reward, a craft pilsner by Rauw Brouwers is handed out to every runner at the end of the race. Following the indie nature of the race, an independent and unique wrapper for the pilsner was required.
How
The project followed a fairly straight-forward path. First, inspiring images were collected and a design style was defined. After, different concepts were sketched out and digitalised. As a last design step, all textual content and iconography was applied on top of the design. Proof prints were made to assess the design in real life and to test its sizing. The design was then outsourced to a print shop and applied to the beer cans, to be ultimately handed out and enjoyed after the race.
Inspiration + style selection
Concept sketching + rough layout
More sketching
Direction decision
Rough colouring
Detailed colouring
Adding text and icons + annotations with improvements
Assessing size through prototyping
Proceeding with the print order
What
The end result is a custom-made beer can wrapper, capturing the clandestine spirit of the Noord Gestoord race. This includes an illustration of two runners going all out, surrounded by flare-red dust and smoke.
A big thank you to Yoshi Groen, Indie Runner and Rauw Brouwers for the collaboration and for organising this amazing event.