PIHA BEER

Piha is New Zealand's most famous surf beach and home to Piha Beer.

Each can was to feature an aspect of Piha's environment pared down to its simplest form. A cresting wave, the red flower of a Pohutukawa, the salty sea, and the iconic Lion Rock.

The reductive design of Piha was partially a response to the current state of craft beer packaging design in New Zealand, which over the years had become increasingly intricate and ornate - thanks in part to my own work.

Given a fresh start with Piha I tried to do the opposite -  hoping to catch the eyes of passers-by with simple shapes and a reduced colour palette. Where possible I removed the ink entirely to reveal the underlying silver of the can itself as a design element.