BRAND PRESENTATION

Strong Bonds
Beer Campaign

Design campaign formed from retro inspiration, friendly interactions, and enjoyable experiences.

Role: Brand Designer

Timeline: Four Weeks

Deliverables: Brand Packaging, Illustration, Mockups

Objective:

Beer campaigns struggle to establish a distinct identity and concept, as many existing beer brands lack relatability and emotional resonance. A new approach is required to better align the brand with the values and ideals of the target audience.

Target Audience

Ages 22-55 young-and-mature adults focused on family, friends, and fun experiences

End Goal

Building a charming, illustrative design identity through an advertising campaign

Beer campaigns struggle to establish a distinct identity and concept, as many existing beer brands lack relatability and emotional resonance. A new approach is required to better align the brand with the values and ideals of the target audience.

Objective:

Target Audience

Ages 22-55 young-and-mature adults focused on family, friends, and fun experiences

End Goal

Building a charming, illustrative design identity through an advertising campaign

Process and Research:

Beer campaigns struggle to establish a distinct identity and concept, as many existing beer brands lack relatability and emotional resonance. A new approach is required to better align the brand with the values and ideals of the target audience.

Process and Research:

Rough concepts feature a vibrant, bouncy color palette and the 2D visual style often found on IPA and craft beer packaging. Research was focused on comic-like, nostalgic energy. The playful aesthetic was directly influenced by the work of Peter Max, whose bold colours and 70s-era illustrations helped shape the direction of the designs.

Process and Research:

Beer campaigns struggle to establish a distinct identity and concept, as many existing beer brands lack relatability and emotional resonance. A new approach is required to better align the brand with the values and ideals of the target audience.

Key Visuals:

Key visuals commonly feature retro-inspired fonts, bold color schemes, and curved graphics. Characters are often illustrated in era-specific clothing, creating a nostalgic aesthetic that references past decades and includes playfulness and approachability.

Key visuals commonly feature retro-inspired fonts, bold color schemes, and curved graphics. Characters are often illustrated in era-specific clothing, creating a nostalgic aesthetic that references past decades and includes playfulness and approachability.

Key visuals commonly feature retro-inspired fonts, bold color schemes, and curved graphics. Characters are often illustrated in era-specific clothing, creating a nostalgic aesthetic that references past decades and includes playfulness and approachability.

Finalized Campaign:

The identity comes to life through the advertising campaign. Its visual elements were adapted across advertising applications as a consistent and engaging brand image. The advertising offers insight into how the brand fits within different experiences.

Learning Outcomes:

This was one of my first major targeted advertising campaigns. It gave me the opportunity to design with my specific audience in mind and focus on young to mature adults. I received valuable experience with using this campaign's advertising avenues to reach this target audience.

Skills Acquired:

  • Refining and developing a visual identity

  • Enhancing illustration

  • Using visual storytelling to target audiences

Skills Acquired:

  • Refining and developing a visual identity

  • Enhancing illustration

  • Using visual storytelling to
    target audiences

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