PACKAGING DESIGN
ENDLESS SUMMER
To elevate the sensory experience, I incorporated gold foil detailing into the water ripple lines and die-cut edges, balancing vibrancy with a refined finish suitable for a boutique IPA. This direction aimed to feel fresh, summery, and immersive — capturing the feeling of sunkissed water and letting the day drift by.
Endless Summer became the primary exploration of a more elegant and atmospheric direction, contrasting with the bold and playful Wild Betty concept created for the same brief.
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endless summer
packaging design
Endless Summer was developed as one of two design directions for Billy’s Brew — a Noosa-based craft brewery known for surf culture, community spirit, and locally brewed IPAs. The concept draws from my research into coastal lifestyle aesthetics, Noosa’s oceanic colour language, and current trends in Australian craft beer design.
Early sketches explored Li-lo silhouettes, water textures and typography distortion, all refined through iterative feedback and testing.
The final design centres around a hand-built abstract water pattern, created to mimic sunlight ripples and the movement of floating on the ocean.
+ 2 concept directions
+ Moodboard
+ Market Research
+ Product Research
+ Packaging Label Specifications
WHAT WE DID
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The Mood
The MooD - concept 2
Wild Betty, reflected the lively surf culture, incorporating bright, gender-neutral colors and playful, illustrative elements. This design aimed to connect with the millennial crowd, with a slight pull towards female consumers. For production, I chose gold foil and spot UV finishes to enhance the bold, vibrant design. The final label successfully balances fun with sophistication, offering a strong visual appeal for Noosa’s craft beer market.
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