Overview
For this project, I was tasked with creating a limited-release Mad Squirrel beer, starting from a beer style of my choice. The brief involved developing a full brand concept, including the beer name, description, and visual identity, then applying it across a 440ml can label and a keg pump clip. The aim was to create a distinctive, eye-catching design that would stand out on shelves and in bars while staying true to Mad Squirrel’s playful, contemporary brand personality.
The scope of the project included naming the beer, writing a description that captured its flavour and tone, designing the brand identity, and creating the can label and pump-clip artwork. A mockup of the can label was also developed to showcase the design in context, helping visualise the final product.
Deliverables for the project consisted of print-ready 440ml can label artwork in PDF format, pump-clip artwork in PNG or JPEG, a can mockup in PNG or JPEG, and marketing content to promote the new limited-release beer. Each element was designed with brand consistency and market appeal in mind, ensuring that the beer could perform effectively both on shelves and at point-of-sale.
This project demonstrates my ability to take a creative concept from initial idea to production-ready design, combining brand strategy, storytelling, and visual communication. It highlights my skills in packaging design and marketing, showing how I can create cohesive and engaging visual identities for consumer products.
Can Mockup
Can Label design
`Keg Clip Pump
You can click on each image to zoom in or enlarge for a closer look
You can click on each image to zoom in or enlarge for a closer look \
These assets use playful visual concepts to highlight the bold, spicy character of the rye ale, drawing on pop culture references, vibrant colours, and flavour-led elements like chillies and citrus. A warm, fiery palette, floating cans, and patterned backgrounds are used across both 1080×1080px and 1080×1350px formats to keep the designs energetic, fun, and visually consistent for Mad Squirrel.
You can click on each image to zoom in or enlarge for a closer look
Instagram Story campaign #RateYourZing, a play on Zinger, previews the new beer while encouraging customers to taste it and share their feedback, with the best response featured in the next post.