ZOMBEER

As part of the Dark Market, it was important to create the packaging that would be a communication media in itself, engaging the users with the brand’s story. The customers should interact with the packaging and create user-generated content.

In developing the design, we proceeded from the insight that people are bound by certain rules in the office, both external and internal: they must wear dress shirts and keep their emotions to themselves. It is only at night, after leaving work, that you can take all the masks off and become who you really are.

I noticed that while people drink beer, they often peel the labels off the bottles – especially when they are lost in conversation or in their own thoughts. Based on this observation, we created packvertising, when the label consists of three layers.

On the first layer, we see a tired office clerk, but as we go deeper, we find a zombie who is ready for some cheer and full of drive. Now, when a person peels off a label from the bottle, they create their own design that will hold additional value because it will be their own, personal crafting.

By the way, the work process was just as creepy.

2019

SLD agency

Tear off your human shell, leave your human cares behind, and become a zombie