Task

Based on craft brewing and beer marketing, design packaging for a specialty craft beer.

Solution

Study the beer market, find out what consumers are drawn to while they are shopping, and make a design that is energetic yet comforting.

date

June 2019 - July 2019

Skills involved

Illustrator - Photoshop - Procreate - Client Research - Data Analysis - Marketing

ideation

To begin, I started going to different stores and craft beer markets to see what was popular and eye-catching. I saw lots of bold designs, intricate illustrations, and provoking subject matter. After doing a bit more research online, I decided to make the subject matter revolve around motorcycles and travel. I began to sketch out ideas for the design for the beer cans.

text

Before moving forward with the design of the beer, I wanted to solidify what the typography of the brand would be. After doing different tests for the style I was going for, I ended up using Impact as the basis for the type, then further edited it in Illustrator to give it a bit more movement.

illustration

After solidifying what I wanted the text to be, I moved on to what the illustration would look like. I experimented with the motorcycle and what other imagery I would include.

Product

Once the design was set in stone, I moved on to designing the actual beer packaging. One big decision I had to make was whether I should put the design on a bottle or a can. After trying out both, I decided on a can. The illustration is large and enveloping, so I thought it was better formatted for wrapping around a can rather than a small label on a glass bottle.