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zobelein's
eastside
est. 1907 california lager brand & identity
PORTFOLIO
WORK
Software
Illustrator
InDesign
Photoshop
SketchUp
The Goal
Develop a revolution of the Eastside brand including the can design, secondary packaging & brand guidelines.
The Significance
To highlight Angeleno culture and to pay homage to East LA’s history & the original Eastside brand established in 1907.
about
the project
ART DIRECTION/ BRAND & IDENTITY/ DIGITAL & PRINT PRODUCTION/ BRAND STRATEGY/ PITCH & PRESENTATION/ PACKAGING
Inspired by papel picado, paper cutout flags, as well as Spanish tile designs. The typefaces are inspired by the menu of the first Mexican restaurant in LA, La Golondrina Café. The crest symbolizes the historical staircases of East LA.
about
the process
Hand-drawn shapes and sketches were fine-tuned in Illustrator. The slight imperfections symbolize East Los Angeles's charm and character. The color palette is directly influenced by the original Eastside beer. We built the secondary packaging in Illustrator, and we produced the renders in 3D software. We hand-crafted miniature paper boxes as test prints before finalizing the brand guidelines.
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