As a lover of craft beer, I have found the market to be saturated with an overwhelming variety of brands, flavours, and confused labelling. It’s often hard to determine the beer style and brewery information from the garish labelling and quirky, often irrelevant naming. I wanted to rectify these issues by designing my own can labels, branding and conceptual brewing philosophy. I aimed to create a clean and no-nonsense product with a unique flavour palate. I believe that a simple design can still be in keeping with the fun nature of craft beer. I have designed my packaging to be legible, recognisable and visible on bottle shop shelves packed with myriad other beer brands.
Lots of breweries lack consideration of sustainability, I wanted this to be an important factor in my brand and its philosophy. Given my concept brewery’s emphasis on environmentalism, my can label design has its origins in natural waterways and the colours reflect those of coral. Images of rivers, reefs and other waterways were manipulated and stylised to form the background of my can labels. Each beer label design is clearly related to the others in the HopShop series making it easier for consumers to recognise, buy and enjoy a variety of HopShop beverages.
The graphics are a reflection of the environmental ethos of the brand. Each can has a unique sustainability message and a QR code that can be scanned to link to the brewery website which has a more detailed explanation of the impact beer production can have on the earth and how this impact has been minimised by the HopShop brewery.