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The development of the Zeitgeist design

17.07.09 by Zeitgeist

As the Zeitgeist shifts inexorably through history it has always been the result of one motivated person, or group, with the audacity to speak out and break through the barriers of conformity and the socially accepted norm. Galileo, Abraham Lincoln, The Suffragettes, Martin Luther King, these are a few of those who throughout our human history were willing to stand up for their beliefs, identity and individuality, unafraid in the rigid face of uniformed society. Bringing the human race, kicking and screaming, along with the moral Zeitgeist to a higher level of sophistication, improving and advancing our society. It was this I had in mind when I began the Zeitgeist beer label design.

I wanted to create a design that would encapsulate the idea of the contemporary motivated non-conformist, with an idea to improving our society, steering us away from the Orwellian New World Order which our world seems destined to become.

"None are more enslaved than those who falsely believe they are free"

In my initial investigations I looked at the anarchistic attitudes of punk culture and compared it with the faceless conformity of the military. This was when I first considered the idea of the faceless 'sheeple'. In our mindless following of a higher authority, be it government, religious organisation or celebrity, we are very much like sheep, herded by our master and repressed of our individuality.

The military line up of 'sheeple' on the label design shows us the individuals masked into conformity. Only through close scrutiny can one discern the cracks of personality beneath the mask.

"This is a brand controlled by the people, not a brand which controls them."

It's my intention for the Zeitgeist image to be of an anti-brand beer, mocking the contrived conformity of traditional beer design and at the same time opening up the traditional beer demographic to appeal to a new generation of beer drinkers. To whom the responsibility of the continuing the inexorable motion of the moral Zeitgeist belongs.

Heather Brennan http://heatherbrennan.carbonmade.com/

Posted in - I am a Zeitgeist