Laneway Lager is an exercise in the traditional "high-end packaging" brief. My response to the brief included creating a brand that gave a nod to my exchange semester, paying homage to the great culture of Melbourne. A craft beer brewed in the heart of the city, Laneway Lager sought after a target market of somewhat older drinking-age Melbournites interested in the city's vibrant culture and world-renowned food.

 

Hand-lettered vectored typography simulating white ink on kraft paper and an interior print of cobblestones work together to create a sense of quality craftsmanship working in conjunction with industrial structural motifs.

The neck tag includes a phrase commonly uttered among Melbournites - "I know a little place in Melbourne..."