Creative Circus Gold Award: Design, 2005

This fictional packaging is a cool, new take on the traditional 40 oz. bottle – instead, it contains four 10 oz. bottles of Schlitz malt liquor, each themed similar to a 1950′s criminal investigation. The outer packaging was created to emulate the old style that police cameras used to embody when casing murder scenes. The bottle caps represent the lenses on the camera. Every label contains a unique criminal/detective scenario, each one giving a “tip” to criminals. I believe this speaks to the beer buying consumer, and provides a compelling reason to create conversation.