GETTING CRAFTY

SUMMARY

With the Covid-19 pandemic sending shockwaves across the world, I decided to set myself some personal briefs and challenges to help focus my mind and utlilise the free time I now had after losing several projects.

One of the first tasks I set myself was to design a craft beer brand, something I have wanted to do for quite some time.

After doing some research I decided my fictitious brewery was to be located in Norway, in the town of Åndalsnes. I simplified the brand name by shortening it to Åndals and decided on three products to create, with each one named after a location within the area.

I explored varying concepts and decided to produce two executions. One has a more graphical approach, compared to a more playful variation. I then rolled these out across various channels.

CLIENT: Personal project  AGENCY: N/A
SCOPE: Art direction, branding, design, illustration, packaging

EARLY IDENTITY CONCEPTS

CHOSEN IDENTITY

IT WAS IMPORTANT TO CREATE AN IDENTITY THAT REFLECTED THE ENVIRONMENT AND MAGNETISM THAT THE PRODUCT WAS BORN INTO.

PACKAGING CONCEPT ONE

AFTER SOME INITIAL EXPLORATION, I FELT WE NEEDED TO EXPLORE AN ALTERNATIVE CONCEPT WHICH OFFERED A LITTLE MORE CHARACTER. THIS LED TO THE DEVELOPMENT OF CONCEPT TWO.

PACKAGING CONCEPT TWO