Elysian recently unveiled a label refresh for one of its oldest beers, Immortal IPA, which was first brewed more than 25 years ago.
Immortal’s original label was inspired by Greek mythology, showing Zeus sitting on his throne as he harnesses heaven’s lightning into a scepter.
Looking to maintain a connection to the beer’s original roots, Elysian’s design team approached the Immortal refresh by considering the original tagline “Power in Balance” as a jumping-off point for new art. They had attempted to refresh the brand several times over the past few years, the company says, but nothing clicked until this original narrative was introduced into a tarot framework — an idea that was first sparked last year.
To build upon this framework, each of the designers took a tarot class. Individually, each designer created a tarot card meant to represent a different part of Immortality:
- Turtle + Lion: Balance / The Immortal Balance
- Old Man: Wisdom / The Immortal Wisdom
- Snakes: Power / The Immortal Power
With this in mind, the design team looked at 6-packs of the beer as a deck of tarot cards. These cards/labels also feature on the carrier and encircle the pack as an infinite symbol. Hidden underneath the carrier is a card reader’s hand pulling a card for the consumer, finishing with the phrase, “Immortal Never Dies.”
This follows the recent release of Dank Dust IPA.
