Many are a fan of magic spells and space travel, so why not have them together? The Wizard is a Gose style sour ale brewed by Confluence. Spells and space are an unusual combo, but The Wizard embraces them with a new fruity tart twist.
The original The Wizard Label
Pitch
The current design tries to reach that spacey, mystic feeling with a transparent embellishment in parts of the design. When the light shines on it at certain angles, the aluminum would reflect back through the label, highlighting the stars. But this can be hard to see if not in the right setting.
2D preview of the label with a Fathom effect
Solution
Another embellishment that could used instead is a Fathom effect, which can uniquely cater to the label design. Having the effect replace the background would not only create an optical illusion, but make the other graphic elements pop out. The wizard, orb, and branding would appear to float on top of the effect.
Process
The core idea for the catered effect was to make the space background like a vortex, swirly and engulfing. Inspired by Fathom's previous work with the Moon Ripper label, I focused on recreating something similar to that. The visual would twist around the orb of The Wizard, giving the same depth as the Moon Ripper effect. In addition, I wanted to give the staff with the orb some dimension and make it seem that there was a real orb protruding outward.
Post Production
The final result on the label hit all the marks. The Wizard 3D viewer clearly showed exactly how the custom effect would be seen in person on a 16oz can and was enough to bring the new label into production. A fun new seasonal pop for a magical brand.
3D preview of The Wizard label from Fathom Designer