OBJECTIVE
Create a new product that will be competitive in the market place. Engage the target audience and present a traditional solution. The overall design strategy must integrate corporate branding to form a cohesive approach.
CONCEPT
The Raven Lunatic beer is a play on the phrase “raving lunatic” referring to a good time spent with friends around a fire, where on occasion a raven may even partake in the rambunctious festivities. The black ale has a higher than average alcohol content supporting the “lunatic” reference and also honouring the black colour of the raven’s feathers. The primary colour is derived from a photo of a large boulder covered in bright orange lichen that I encountered when hiking— encompassing the raven’s natural habitat. The multi-leveled beer box is designed to accentuate the shape and size of the bottles, as well as their labels so they stand out from their competitors on the shelf.
CLIENT
School Project, George Brown College
DATE CREATED
October 2014
CREATIVE PROCESS
It starts with pen and paper, letting ideas and sketches flow naturally.
