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zobelein's
eastside
est. 1907 california lager
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/ ILLUSTRATION
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 on an iPad were brought into Illustrator. The slight imperfections symbolize the charm and character of East Los Angeles. The color palette is directly influenced by the original Eastside beer. The secondary packaging was built in Illustrator as the renders were produced within 3d software. Miniature paper boxes were hand-crafted as test prints before finalizing the brand guidelines.
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