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New Hokkaido Beer Label
Project Type
Illustration | Package Design
Date
Fall 2023
New Hokkaido is a Bozeman, MT beer company blending traditional Japanese and craft brewing techniques. Their can designs are inspired by Yokai, creatures from Japanese folklore, and so I researched a Yokai not featured in New Hokkaido’s lineup to design a new label and flavor for their lineup. My illustration is based on the Kitsune, mischievous, shape-shifting nine-tailed foxes and messengers of the Shinto deity Inari. I named the new flavor “Kitsune Kiss Plum Stout” as a nod to the Kitsune's habit of disguising themselves as beautiful young women to deceive older men, with plum as the featured flavor, a fruit prominent in Japan and symbolic of good fortune.
