Golden Hour Brewing

Category: Branding, Packaging

Tools Used: Adobe Illustrator, Photoshop, Indesign

Art Direction: Jason Kernevich

For this project, I wanted to build a brand from the ground up and showcase everything I learned at Tyler. As a woman that started to drink beer the last year, I noticed that the beer industry is very male-dominated. I ended up wanting this project to problem-solve this social stigma.

To solve this problem, I created a nonbinary brewery brand and concept from the ground up. To tackle this assignment, I conducted research by interviewing people from the beer industry to help me better understand the existing industry. While conducting my research, I figured out how to successfully appeal to my target audience while accomplishing my social stigma goals.

My goal for this project is to change the social stigma around beer through branding and marketing strategies. Some strategies I used included type treatment, color palette, and target audience. I studied old beer cans and branding to inspire me with the can label designs and branding. This pushed me to use old typography and a color block solution to organize information on the cans. I used bright colors to give these cans a modern feel, so the cans didn't feel too rustic and masculine.

Overall, I enjoyed conducting research and designing a solution for this project. I also want to thank everyone I met and talked to throughout the research process of the project! I met some amazing people and had a great time picking their brains about the beer industry.