T.R.I.P. Album Release Beer

Lead DesignerAdam Ritchie
Project LinkView
Prize(s)3rd Place in Print / Packaging
Entry Description

The T.R.I.P. album release beer is the first time in the history of music/beer a new studio album was released on a beer can. It was created to launch a new album by indie rock band The Lights Out, on a beer created by Aeronaut Brewing Co., brewed to pair with the songs. The band’s pandimensional traveler character is featured in the artwork. Its label contains a social media trigger that when posted, generates a message from the band, telling the consumer what they’re doing in a parallel universe, and gives them a link to the music. T.R.I.P. used design in a new, creative way, to solve a decades-old music industry problem, help a band reach new fans, give consumers a complete sensory experience with visual, touch and taste, and restore consumers’ physical relationship with new music. It generated international attention and quickly sold out. Video: http://youtu.be/5FGzuMWG1Dg Case study: http://bit.ly/tripcasestudy


Adam Ritchie Brand Direction brings out the best in brands by helping them grow, communicate and do the right thing.