Canada   |  2021

MUSE Design Awards Platinum Winner

Notes IPA

Entrant Company

Zulu Alpha Kilo

Category

Packaging Design

Client's Name

SingelCut Beersmiths

Sub-Category

Limited Edition (NEW)

Introducing the first beer crafted to teach you guitar: Notes IPA. The four packs of the beer feature cans with four distinct labels, each displaying a foundational guitar chord: C, D, G or E-minor. By gripping the can like you would a guitar, you can learn the finger positions for each chord and get a feel for the strings through the label’s tactile finish. For a live demonstration, you can scan the Snapchat code on the label to unlock an augmented reality guitar lesson. This mobile experience allows you to see the finger positions for each chord right on the can, hear how the chords should sound and create shareable music. Cans even come with a crafty product innovation: an injection moulded guitar pick fitted right on the pull tab. These custom picks were carefully designed to pop open the beer and pop off for you to play with.

Credits

Agency
Zulu Alpha Kilo
Creative Director
Zak Mroueh
Head of Design
Stephanie Yung
ACD / Art Director
Kevin Sato
ACD / Writer
Vinay Parmar
Art Director
Philippe Visaya
Writer
Victoria Lee
Designers
Zoe Kim, Kevin Sato
Account Team
Erin McManus
Strategy Team
Spencer MacEachern, Shaunagh Farrelly
Client
SingleCut Beersmiths
Clients
Rich Buceta, Dan Bronson, Danielle Palermo
Producers
Houng Ngui, Kathryn Brown, Jackie Pal, Lauren Schell
Director of Interactive Production
Ece Inan
Director of Integrated Production
Ola Stodulska
DOP/Photographer
Sean Donnelly
Studio Director
James Graham
Senior Studio Artist
Jeannette Downes
Lead Production Artist
Ashleigh O’Brien
Lead Interactive Artist
Andrew Martin
Production Artist
Mila Lukezich
Post Production Assistant
Noah Mroueh
Social Media Editor
Cecilia Bernasch
Web Development Team
Gillian Black, Ariana Emond
Editors
Felipe Chaparro, David James Findlay
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