Unibroue Autre Chose Lemon & Sea Salt Lager

Unibroue, the most awarded Québec-based craft brewery and part of the Sleeman/Sapporo family, introduces Lemon & Sea Salt Lager, the newest addition to its eclectic Autre Chose Series, a seasonal beer that fuses Mexican inspiration with Québec creativity in a vibrant packaging design. The creative execution translated this strategy into packaging that is bold, eclectic, and festive. The design builds on Autre Chose’s established collage universe, where each beer tells its own story through surreal imagery connected to Québec’s creative spirit. A central female figure, styled through vintage photography and illustration, was dressed in traditional Mexican attire and surrounded by flora, fauna, and cultural motifs, including the agave plant, hummingbird, and papel picado. A bright yellow background amplified energy and seasonality, while citrus imagery highlighted flavour cues. Subtle details, like the Fleur-de-Lys tattoo, created a distinct Québec connection that anchors the design in Unibroue’s roots despite its international inspiration. Typography was bold and confident, ensuring clear navigation within the series while reinforcing a modern, celebratory feel. On shelf, Lemon & Sea Salt Lager immediately signals its summer-limited nature through its sunny yellow palette and celebratory visuals, evoking warmth and refreshment. Its vibrant presence contrasts strongly with both competitors and other SKUs in the series. The character-driven design creates storytelling impact at first glance, while bold typography ensures quick flavour recognition. The balance of cohesion and differentiation allows it to sit comfortably within the Autre Chose Series while standing apart as a seasonal highlight. The design scales effectively across formats, from can to 4-pack, and its colour blocking and emblematic character also ensure standout presence on digital shelves and mobile-first retail platforms.