The project entailed a packaging design for a local higher in alcohol craft beer brand aimed at a high LSM male urban target market. I chose the name Jan, as it is known as a common Afrikaans name. My target audience is South-African hipster men, whom are proud of their heritage.
My concept was to design a beer brand that communicated with South-African male craft beer drinkers. "Jan Rap en sy Maats" craft beer is inspired by iconic "Jan"-figures in South-African history. The simplicity of the design is aimed to communicate with no-nonsense, straightforward, stylish men. What you see is what you get, therefor the design and information is only applied onto the front of the packaging.