• 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.
  • The white packaging contains Weiss craft beer (named Jan Piereweiss) and the black packaging contains the Ales (named Jan Vuil Uil).
  • Packaging is designed using only black and white - no-nonsense colours. 
  • The beer labeling 
  • Promotional item - moustaches placed around the neck of the beer bottles. The moustache icon is a hipster signature, aimed to communicate with the target audience. 
  • Coasters designed to resemble the silhouettes of the two Jan-figures (Jan van Riebeeck and Jan Smuts). They are designed to look like the beer bottle's shadows.
  • The coaster designs
  • The in-store poster designs:
  • The posters each display the historic figures Jan Smuts and Jan van Riebeeck. The information is placed to make the viewer aware of both these figures moustaches. 
  • Jan-beer advert
  • Jan-beer advert
  • Jan beer promotional t-shirt