We were given the assignment to design a beer packaging for a new ethnic beer from Carlsberg.
We wanted to express the combination of the danish cosiness, the ethnic spices, patterns and the social part of a meal. The name "Tasha" is a combination of "taste" and "share", which both are essential elements in the ethnic food culture.
We want to give the experience of the completed meal, when our senses has no limits. When we eat and drink, our senses are at their highest - we see, we taste, we smell, we touch and we hear, and all of our senses contribute to our final impression and experience. That is the reason why we have given "Tasha" an expression, which combines the hot, dusty colours of the ethnic spices, the reference to the eastern sun, the elephant as a symbol of Carlsberg and the east- and southern countries, and the nordic minimalism - all together expressing a beer, which goes well with the table and the food, as well as the taste buds.