Challenge

The challenge was to introduce a new product line within an established beer brand without losing its recognisable identity. I needed to create packaging that felt premium and contemporary, while clearly communicating a cocktail-inspired experience without relying on literal imagery or making the beer feel overly fruity.

Insight

Younger drinkers are increasingly drawn to lighter, flavour-led beverages and cocktail culture, but still want the familiarity and accessibility of beer. They are more likely to respond to mood, expression, and visual intrigue than traditional beer cues, especially when exploring new flavours.

Idea

I approached the packaging as an abstract expression of infusion — translating flavour into form, colour, and movement. By using organic void shapes, fluid gradients, and restrained brand elements, I created a system that allows each SKU to express its own personality while remaining cohesive as a range, encouraging consumers to experience flavour through design rather than literal visuals.