Hook Brewing

CoCo Meets Kraken is a conceptual craft beer created for Hook Brewing Co., inspired by the controversy surrounding Columbus Day. The concept reimagines Christopher Columbus encountering the Kraken, creating a playful narrative that unfolds through the beer’s name, illustration, and packaging.

The illustration places Columbus at the center of a chaotic encounter with the Kraken, using expressive linework, layered forms, and a nautical palette to create movement across the can. Rather than treating the label as a flat graphic, the composition was developed around the cylindrical form of the package, allowing the story and visual elements to wrap around the can and reveal themselves from different viewpoints.

The packaging extends beyond the primary label to create a more interactive experience. Supporting copy, brand elements, and an illustrated fishing inspired interaction invite the viewer to engage with the can beyond its role as a container.

The result is a packaging concept where narrative, illustration, and physical form work together to turn a single product into a small, immersive experience.