Project Details
What began as a mission to create the ultimate "Adelaide-first" lager became a multi-year brand partnership. After the initial launch successfully bridged the gap between national radio and local craft culture, the project expanded into a second release: a Triple M Pale Ale. This phase of the project highlighted my ability to maintain brand consistency under shifting parameters, as I adapted the original high-voltage aesthetic to align with Big Shed’s new-look design systems.
Things I Did
Brand Synthesis: Reimagined the iconic 'Dr. Dan' rock angel within a localised cityscape, ensuring the brand identity felt tailor-made for the Adelaide market.
Packaging Design: Developed a distinct, shelf-ready aesthetic that balanced gritty rock-and-roll heritage with a premium craft beer feel.
Visual Strategy: Created associated collateral that leveraged the core can graphics as the lead visual element, ensuring a seamless and powerful transition from the shelf to digital and print media.
Creative Direction: Ensured a cohesive visual language across all project deliverables, prioritising maximum impact and brand recall.
