Interview about Bark Bark Beer Packaging, winner of the A' Packaging Design Award 2025
Bark Bark Beer is a premium German beer collection with bold, distinct designs. The Light variant (3.5 percent ABV) features a sleek white can with blue accents for a refreshing vibe. The Dark (7.5 percent ABV) comes in a black can with red highlights, exuding intensity, while the Regular (5 percent ABV) is housed in a vibrant yellow can with red and black accents for balanced appeal. The Crafted for the Untamed tagline blends hand-script and bold fonts, embodying an adventurous spirit.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsBark Bark Beer was born to embody bold individuality and untamed spirit, and every design decision was crafted to amplify that ethos. The use of matte finishes evokes rawness and authenticity—qualities often associated with the untamed. In contrast, the chrome accents act as visual disruptors, symbolizing the unexpected flair and fearless energy of the brand.Each variant was color-coded to reflect its unique intensity: black with red chrome for "Bold" captures power and aggression; white with blue chrome for "Light" represents clarity and freedom; and the "Regular" variant balances both, offering familiarity with a twist. This strategic play of contrast and color psychology allows each can to communicate its personality instantly, while together they tell a cohesive story of rebellion, craft, and character. The fusion of these visual cues elevates the packaging from mere container to a statement of identity—perfectly aligned with the brand’s tagline, "Crafted for the Untamed."
The idea behind Bark Bark Beer was to reimagine Bavarian heritage through a contemporary, irreverent lens—one that speaks to a new generation of drinkers who crave authenticity but reject predictability. Traditional Bavarian beer branding often leans into seriousness and formality, reflecting centuries of brewing excellence. While I deeply respect that legacy, I felt there was room to introduce humor and bold personality without compromising authenticity.The German Shepherd in the logo—a nod to both the brand’s origin and its bold character—became the perfect anchor for this playful yet proud identity. Its bark is symbolic: assertive, fearless, and unapologetic. By combining traditional cues like the bold type and heraldic layout with modern, energetic elements like the stylized "YO" hand sign embedded in the dog’s pose, we created a fresh narrative. It honors Bavarian roots while challenging the visual stiffness often associated with it. This fusion of legacy and liveliness allows Bark Bark Beer to stand out as both a tribute and a rebellion—confidently carving its own niche.
My exploratory research into the beer industry’s visual language revealed a saturation of predictable aesthetics—either hyper-traditional or overly minimalistic. I noticed that many brands followed a formula, especially when it came to color coding and label hierarchy, often sacrificing personality for safety. This insight became the springboard for creating a bold, ownable identity for Bark Bark Beer.I studied both global craft labels and mass-market players, identifying gaps where personality, humor, and edge were missing. That led to the idea of building Bark Bark as a brand with a voice—almost like a rebellious character in a sea of polite labels. Each variant—Bold, Light, and Regular—was given a specific personality. “Bold” speaks with intensity and dominance, so it’s encased in matte black with aggressive red chrome accents. “Light” is more casual and easy-going, reflected in a crisp white base with cool blue chrome. The “Regular” variant strikes a confident middle ground, tying the system together with balanced tones.This research-backed approach ensured that each variant wasn’t just visually distinct, but emotionally resonant—aligning with the core brand idea of beer that’s not just consumed, but expressed.
Creating a premium tactile experience while staying within production constraints was one of the biggest challenges in the Bark Bark Beer project. The matte finish gives the can a refined, non-glossy grip, reinforcing the "untamed yet crafted" feel. However, combining this with metallic chrome accents—especially on a curved aluminum surface—demanded a delicate balance between design ambition and print feasibility.One of the key issues was ink adhesion and durability. Metallic inks tend to behave unpredictably on matte-treated surfaces, often losing vibrancy or flaking over time. To overcome this, we had to test multiple varnish layers and ink densities to ensure both finishes complemented each other without compromising quality. Additionally, achieving sharp contrast and reflective clarity in the chrome areas required precision in registration and press calibration—something not always guaranteed in large-scale beer can production.Collaboration with the production team was essential. We worked closely with suppliers to develop a workflow that preserved our design intent without inflating costs. The result is a packaging experience that feels luxurious to the touch and visually bold on shelf—achieved through a lot of behind-the-scenes experimentation, material research, and hands-on prototyping.
The vertical wavy lines were designed as a visual metaphor for unrestrained energy—an abstract representation of the bark, the growl, the pulse of something wild and alive. Instead of using flat or geometric lines often found in beer packaging, I opted for an organic, free-flowing pattern to express motion, unpredictability, and the essence of the “untamed” spirit the brand champions.Each variant-specific color highlight—red for Bold, blue for Light, and a balanced tone for Regular—infuses the pattern with personality, creating an emotional rhythm that complements the flavor profile of each beer. These waves also function as a connecting thread across the range, helping the brand stay visually cohesive while allowing each variant to express its unique attitude.This rhythm of movement and color not only enhances shelf impact but also reinforces the adventurous, rule-breaking nature of Bark Bark Beer. It tells the consumer, even before the first sip, that this is not a beer that follows trends—it creates them.
The colored matte aluminum ring tab was a deliberate detail designed to blend functionality with brand storytelling. Often overlooked in packaging, the ring tab is a consumer’s first point of physical interaction with the product. I wanted even that split-second touch to reflect the brand’s bold character.Functionally, the matte finish provides better grip—particularly important in chilled conditions—enhancing usability without compromising on quality. From a visual perspective, the color of the ring tab matches the variant accent (red, blue, or neutral), creating a subtle but cohesive branding cue that ties the entire design system together.This balance was inspired by the principle that great design lives in the details. I drew inspiration from high-end consumer goods and performance gear, where both aesthetics and ergonomics are non-negotiable. By applying that same philosophy to Bark Bark Beer, we elevated a standard utility feature into a design signature—one that not only looks distinctive but feels purposeful and satisfying in the user’s hand.
As the recipient of the Bronze A' Design Award for Bark Bark Beer Packaging, how do you envision this recognition influencing the future development of beverage packaging design, particularly in markets where tradition meets contemporary consumer preferences?Answer:Winning the Bronze A' Design Award for Bark Bark Beer Packaging reinforces the idea that bold, culturally nuanced, and emotionally expressive design can stand out in even the most saturated markets. I believe this recognition will encourage a shift in beverage packaging—especially in regions where tradition often dominates—toward more fearless, story-driven, and user-centric approaches.In markets where heritage is revered but younger audiences seek innovation, Bark Bark proves that it’s possible to honor tradition while still delivering edgy, contemporary appeal. The award validates that design doesn’t have to choose between legacy and relevance—it can elegantly combine both. I hope this inspires more brands and designers to take creative risks, embrace local identity with a fresh voice, and design packaging that doesn’t just sit on shelves—but sparks conversations, emotions, and experiences.This recognition is more than an accolade; it’s a signal to the industry that personality, purpose, and cultural fusion are the new benchmarks of impactful beverage design.
Balancing industrial standards with creative ambition was a core challenge in the development of Bark Bark Beer Packaging. The ISO dimensions were non-negotiable due to manufacturing, logistics, and retail shelf compatibility. So, the focus shifted to maximizing the creative expression within those structural constraints—essentially designing within the lines, but never thinking inside the box.I used the cylindrical canvas of the can as an opportunity for storytelling—bringing in dynamic vertical wavy lines, bold color-blocking, chrome highlights, and matte textures to create a high-impact, 360-degree visual experience. The design wraps the can without disrupting its standard form, proving that even within rigid technical boundaries, there’s immense room for visual innovation.Additionally, the placement of elements like the logo, variant identification, and regulatory information was carefully aligned with industry norms to ensure compliance, while every remaining space was treated as a creative opportunity. This approach allowed Bark Bark Beer to maintain production efficiency and global shelf readiness, all while standing out boldly with a rebellious and modern design identity.
The key to creating emotionally resonant yet market-ready design lies in understanding that functionality and feeling are not opposites—they're partners. With Bark Bark Beer, my goal was to build a design that doesn’t just perform on a shelf but connects with people. Boldness came through in the strong visual identity and confident typography, while joy was infused through playful cues like the animated dog pose, vibrant color highlights, and energetic linework.What made this work in the market context was a user-first mindset. I ensured the packaging remained legible, structurally standard, and production-friendly, while every creative choice was filtered through the lens of emotional engagement: "How will this make someone feel when they see or hold it?"Designs that resonate are those that people remember—not just for how they looked, but how they made them feel. Bark Bark Beer succeeded because it balanced brand attitude with human connection. The insight is simple but powerful: emotion elevates function, and when design respects both, it becomes unforgettable.
Typography played a vital role in shaping the emotional identity of Bark Bark Beer. For the core branding, I chose a custom wavy font for the "BARK BARK BEER" name—not just for visual uniqueness, but to evoke a sense of joy, movement, and carefree enjoyment. The fluidity of the letters captures the spirit of fun, echoing the feeling of a bark, a laugh, or even the flowing nature of the drink itself. It subtly suggests a sense of trust, freedom, and playfulness, making the brand instantly approachable and emotionally engaging.To balance this playful energy, I used bold sans-serif fonts for variant names and key messaging—establishing structure, readability, and a sense of premium strength. A hand-scripted accent font was also integrated to add a crafted, personal touch—conveying the artisanal, small-batch feel behind the brand.This multi-layered typographic approach creates a rich visual hierarchy that communicates both high quality and untamed personality. The fonts don’t just guide the eye—they carry emotion. Together, they reflect Bark Bark Beer’s core promise: a bold, well-crafted beer designed for those who drink not just to relax, but to express who they are.
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