SEABREAK New — Matty Mitchel

PROJECT TYPE

Packaging

TOOLS

Adobe Illustrator

Adobe Photoshop

DELIVERABLES

3 Beer Can Packages

Variety Pack Carrier

Promotional Items

DEsign Brief

The objective of this project was to create a new beverage brand of choice. The category of the beverage could be any kind. The beverage had to include some type of sustainable transporter/carrier/delivery packaging. I had to establish the beverage brand's name and identity design, created for a clearly defined audience in a research-driven design process. The packaging had to be applied to 3 different varieties of the beverage (three flavors) as well as a beverage carrier for one of the varieties/ variety pack. It was important to think about how to create a system that allowed me to differentiate each variety while making them feel unified under a core brand identity.

Solution

I chose to create a local San Diego beer. I wanted to focus on a young adult audience range (21-35 year olds). Because San Diego is a beach town, I chose to go with a beachy theme for the local beer company. Because the target audience is young adults, I wanted to bring some youth into the brand by using retro 60s surf posters as my inspiration for my illustrative style and overall approach to the identity. To appeal to the target audience as well as bring in a new kind of craft beer consumer, I chose to incorporate flavored beer options with the brand. This allowed me to bring in more color options.