Pauline Korp and Tanker Brewery rewrites the definition of badass

By Rasmus Vestergaard
Published 16/11/2022
Category: Project
Featuring: Pauline Karp

How would you visualise being badass? That was the challenge Tanker, an Estonian brewery, and Pauline Karp, Finnish graphic designer and illustrator, took on. But they did more than that; they also wanted to update the definition and break further away from the conventions. No more black, snakes, smoke and cigars; that was last millennium. With Tanker’s new line of non-alcoholic beers, they looked to veggies and women.

“I realised I wanted to break free of this prejudice so I turned the can into what I would like to be the definition of a badass beer.”

Pauline Karp, Graphic designer and illustrator

Toast to badass bravery

Tanker and Pauline have worked on about 30 unique beers together. For this non-alcohol beer range, it began when the brewery asked Pauline to do a colourful for the ‘Popelsin’ can, carrot and orange flavour.

“The idea of sweet and salty non-alcoholic beer packed into the black can made me admire the badass nature of that concept. However, whenever I would think of a badass beer design, my mind unconsciously travelled to a world full of dark colours, tattoos and very masculine figures. I realised I wanted to break free of this prejudice, so I turned the can into what I would like to be the definition of a badass beer. And once the first can was made, I guess Tanker also got inspired, and we just kept creating more badass flavours to join the series.”

“I was inspired by the unique flavour combinations that Tanker Brewery has chosen for their beers. It is not often that anyone can make beetroot and mango or orange and carrot taste as good as they do. There was something brave about that, so I figured the designs should also illustrate that bravery.”

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