This label was the first full wrap-around design for O.T. I chose to mix it up with the layout to help set this beer apart as a special limited edition. The larger canvas gave me more opportunity to play with the scale of the elements in the logo and develop a non-repeating background pattern with a jagged river motif flowing through the whole thing. The design for the label was inspired by patterns in Maori art and tattoo’s. The fill pattern for the shapes inside the “1” was based on the Ahu ahu mataroa, which is often used to mark athletic or sporting achievements and the taking on of new challenges.