A conceptual design for Pacific Pilsner beer. Currently their demographic is among the older crowd of drinkers, and so they wanted to tap into a younger market. I decided that a bold, colourful design with hand drawn elements and hand lettered logo crest would provide a youthful direction.
One of their main selling features is that their beer is brewed with pure spring water, a point I wanted to highlight with not only a tagline on the can, but also within the illustration itself. I wanted the drawing to feel whimsical, but not over the top. Having the fish "spray" the water gives it that fun feel, while the style of the water illustration is graphic and has some heavy black lines to provide contrast.
The Moodboard
The Process
