As part of the Mythos beer series, we designed the packaging of Mythos Ice, a unique beer that is simultaneously filtered and cooled at -1C. The color code and the design of the sub-logo “ICE” draw inspiration from the filtering temperature of the beer, as well as the cooling sensation that the product exudes.
The design approach follows the new brand identity we previously developed for Mythos which based on the following axes.
The redesign of the unicorn symbol for Mythos aimed to convey the brand values of bravery, and confidence while the new design features clean lines and shapes, giving the symbol a more modern and dynamic look. The mane of the unicorn resembles sun rays, while the design on its top resembles sea waves, referencing the liquid element and the brand’s Greek heritage. The italic typography used in the wordmark adds a sense of motion, emphasizing the idea that you can’t catch a unicorn no matter how hard you try.
The adaptation of the new brand identity into packaging aimed to achieve consistency and coherence. This was achieved through the creation of an optical system that adapts to the communication needs per container. The logo size on the containers remains constant, while all the informative texts acquire an organized structure, occupying a specific place, therefore helping the dialogue with the consumers. Additionally, the creation of a unique label die-cut which can also be applied to the cans as a graphic element was deemed necessary.
The overall approach was based on the idea of visualizing the brand motto “There’s a Myth everywhere”, giving the brand the opportunity to narrate its story through logo and packaging.