This unusual packaging is for a most unusual Danish brewery. Founded in 2006, Mikkeller has already produced well over 600 different beers, whose flavors test the brewing boundaries. Mikkeller is a three-time winner of Danish Brewery of the Year, with many of their beers ranked among the elite by RateBeer.
The brewery wants to challenge the Danes’ taste buds with intense taste adventures, and some of the inspiration is found on the other side of the Atlantic Ocean where the American breweries aren’t afraid to play and break all the rules. Mikkeller wants to provoke some of this inventiveness in Danish beer brewing, so why not show the way?
The designer of these remarkable labels, Pennsylvania-based Keith Shore, was kind enough to pass along some notes about his work with Mikkeller:
Mikkel gives me a little background on the beer. After that I’ll email him a loose concept. Typically I will just describe to him what I want to make but if the idea is a little weirder than usual I might send a sketch along too. I have a lot of freedom making labels with Mikkeller. At this point we’ve developed an aesthetic we are both excited about which helps things run quite smoothly … The most detailed art direction i have ever been given from Mikkeller was to ‘draw something weird and cool.’ Mikkel liked the style of work on my website so I just drew what came naturally to me.