40 Winx Craft Beers
Branding / Illustration / Packaging
Project Brief
Develop a series of craft beer can designs for the fictional company Great Grey Brewing Co.
A new set of
night-time companions
40 Winx is a range of beers designed to be the perfect companion for winding down after a long day. The line is marketed as a softer, more feminine craft beer option in contrast to the bold and rugged designs that dominate the market. Each brew is infused with a soothing botanical ingredient commonly found in nighttime teas.
Soft flavors
& florals
The illustration style focuses on using abstracted shapes of the primary ingredients to cover the can and form icons that represent the different flavours. They spill out from behind the shield on the front display panel, referencing the way beer flavours can develop past the point of the initial sip.
Designed with the consumer in mind
The design also features a banner down the side that gives the consumer an overview of what’s inside each can. Craft beer can be an intimidating world to jump in to, so including a profile helps set expectations from the moment a can is chosen.
Out in the world
Comprised of ingredient illustrations that are deconstructed and simplified, the icons used on the cans become a visual shorthand for each flavour and can be used in marketing to reference 40 Winx across multiple executions. From apparel to beer pulls, the colour and icon system becomes versatile and allows the product brand to have life in other parts of the consumer’s experience.