Tom Schwaiger harnesses senses and scenery across hard-seltzer brand FELLR’s colourful identity
Australia’s emerging hard-seltzer company FELLR have partnered with Berlin-based designer Tom Schwaiger to develop the identity, packaging and can design for their brand; combining candid lettering, stark typography and composed gradients to form a visual language as light, fun and refreshing as the drink itself. Led by their maxim ‘A Land of Fizz,’ Schwaiger referenced both the land that forever provides inspiration to the company, as well as the very feeling of drinking their products; defining the brand as a sensory experience – meant to be shared.
The tactility of the product and strapline serenely manifests in Schwaiger’s implementation of gradients and colours – the specific hues of which come directly from the seltzer’s own ingredients, and the origin of its production. “As FELLR was inspired by the land on which it is brewed (Australia),” Designer Tom Schwaiger tells us, “there had to be a clear connection to the country,” representing notable environmental scenes from across the country. “From the crystal clear beaches, the dusty outback and the pink sunsets, it was an easy win,” he adds, “when the flavours are brought together they create a striking family that stands out on the shelf.”
Sat abreast the novel gradients is FELLR’s hand-rendered wordmark. “When deciding upon the logo, there were many previous iterations made,” Schwaiger remarks, exploring expressive typeface options to no avail. “What the hand-drawn approach allowed us to do was find the balance between masculine and feminine, sophisticated and laidback,” he explains, resulting in a striking yet approachable end result; brought together by the introduction of Family Type’s Universal Sans. “The typeface used is a specific cut of Universal Sans by good friend Briton Smith at Family Type,” Schwaiger recalls, “the cut uses round characters, open terminals and extra skew for distinctiveness,” he concludes, “each attribute and alternate character was chosen to embody the essence of FELLR.”
|3D & Motion|