Illustration & Packaging Design | Brew Forever
Project Overview
Hopping Mad Pale Ale is a crisp, aromatic beer created by Brew Forever for a younger audience that values creativity, individuality, and social experiences. The goal of this project was to design an illustrated beer label that embodies the brand’s bold, rebellious, and humorous personality while keeping a fresh, retro-inspired aesthetic.
Concept & Direction
The visual direction centers on a playful, energetic character that reflects the beer’s hoppy flavor and lively spirit. The overall mood is youthful, cheeky, and slightly rebellious—echoing underground art scenes and creative nightlife culture.
Design Approach
- Bold retro color palette with strong contrast
- Thick outlines, expressive forms, and movement-driven composition
- Funky hand-drawn retro typography integrated organically into the illustration
- A balance of modern playfulness and vintage charm
Target Audience
Urban creatives aged 19–30 who appreciate authenticity, humor, and visually expressive branding—people who enjoy art shows, music events, and alternative culture.
Deliverables
- Illustrated beer label (4x3 inches, CMYK)
- Color studies, sketches, and process slides
- Final mockup presentation on bottle
