Saltmine Design Group has partnered with beverage company Lion to launch a new flavoured beer with a colour-changing variant across its packaging.
The beer brand, called Roam, has been designed to appeal to a younger audience looking for new drinking experiences.
A chameleon’s tail, which is a key part of the design, changes colour per variant across the packaging.
Saltmine created bespoke typography for both the Roam brand mark and the graffiti-style writing used on the case packaging and across brand communications.
Saltmine’s managing partner Sara Salter said she enjoyed collaborating with Lion to bring the new brand to life.
The chameleon serves as a metaphor of positive and proactive change, and the label design is reflective of an ‘urban jungle’.
"[The label] depicts the ever-changing chameleon and jungle leaves, juxtaposed with an inner city brick wall," Salter said.
"The harlequin design on the neck of the bottle reflects the shaped grip on the back of the bottle, complete with chameleon skin texture."
The two flavours, Tequila & Lime and Vodka & Watermelon, are differentiated by yellow and blue tones.