design illustration

Theatre Six Pack

For the last fifteen years, Theatre Six Pack has been featuring shows from numerous Edmonton theatre groups. With six shows for the price of one, it’s a great deal and an equally great opportunity to see a variety of what the city’s theatre culture has to offer. Tickets sell out fast!

For the last few years, the design of their marketing materials was unchanged — imagery of a six pack of beer in an accordion fold or a passport-style brochure. We wanted to bring something new to their approach. Our redesign of the brochure was a nod to the work done in the past, but with a fresh perspective, and a focus on illustration. By deciding upon a direction that centered on the furniture and décor found in a home — bookshelves, rugs, tapestries, shelves, and picture frames — we made the brochure feel inviting, interactive, and relatable.

The piece evokes a feeling of special items on display, like a wall of specially curated art and a collection of memorable experiences. We used a limited colour palette as a call-back to previous years’ two-colour treatment. The design translated well to the many pieces that we created for the campaign, including a brochure, beer labels (the 6-pack lives on!), banners, ads and online pieces.