Our team at forceMAJEURE was tasked with the creation of a new, “irreverent” craft beer for Lidl, which would appeal to the general US population. The result was a rowdy family of country characters, each with their own dubious reputation and clever story which corresponded to the type of beer, including Lazy Bumpkin, Evil Stepmother, Sour Puss and Grandpa Spitz.
In keeping with the the creative brief’s call for boundary-pushing beer packaging design, we chose an “ugly”, rough comical illustration style inspired by Beevis and Butthead.