US-based Flying Dog Brewery is introducing new packaging in 2012 to complement its redesigned printed labels.
Creative director at the firm Adam McGinnis explained that the firm wanted to review the labels and packaging to ensure the focus remained on the original art by Ralph Steadman.
It took the firm around nine months to design the new printed labels for the bottled pale ale, which involved using less saturated colours and a matte finish paper.
"Our goal was simplification," explained Mr McGinnis.
"Ralph's work is insanely chaotic yet intricately detailed. Distracting from that would be an injustice."
After perfecting the printed labels, Mr McGinnis then focused on the cardboard six-pack carriers and new crown caps to carry the redesigned look through.
However, the Consumer Federation of America's Food Policy Institute recently suggested that all alcoholic beverages should have their calorie content displayed clearly on their labels.
Denny Bros Ltd, 10 January 2012
