The highly collaborative creative process for Lidl’s “Hypnotic Beast” Craft Beer range involved a diverse team, a multitude of creative brainstorming sessions, and a deep dive into Latin American culture. The brand concept vision was to create vivid and stunning storytelling illustrations that speak to the artisanal nature of the brand while delivering a memorable craft beer experience.
Inspired by each hypnotic concoction of flavors, we took inspiration from the fantastical Alebrijes dreamed up by famed Mexican artists. Painted with intense colors and intricate patterns, each 12oz can prominently features a mythical creature, made up of multiple animals.