Village Woes, with real tears from the 6

Evans Hunt went beyond the meme and created a Drake-inspired brand and brew for the Village Brewery.

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Anyone can make a meme out of a solemn sitting Drake. That’s easy. But not everyone can make a parody beer out of the Toronto rapper. That’s dedication.

If you’re a small, indie brewery, then it’s probably a little easier to jump on trends, like the recent release of Drake’s album Views from the 6. The Village Brewery and Evans Hunt also noticed the sadness in the lonely-looking rapper on the tall tower, and decided to brew a beer in honour of the guy, infused with what they say are the “real tears from the 6.”

It’s a salted caramel IPA, and the branding includes a single blue tear-eyed Drake as he weeps for his love. “The flowers around Drake are corn flowers, symbolic of a single male looking to find a lover,” says Evans Hunt CW Jordan Finlayson, adding that “it’s sure to bring out the lover in everyone, for better or worse.”

 

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Credits:

Brand: Village Brewery
Agency: Evans Hunt
Creative Director: Mike Tran
Art Director: Teresa Leung
Copywriter: Jordan Finlayson
Copywriter // Designer: Chanya Hughes
Designer: Darryl Sinclair
Designer: Kirsten Graf