Bold Flavours, Bold Design – Where IPA Meets Asian-Inspired Packaging
The Brief:
Create potential beer can designs for Billy's Brew, a Noosa brewery with a unified mission to bring people together. The new brew line packs the traditional 'punch' of an IPA (India pale ale), with firm bitterness, tropical aromas, and other fruity flavour profiles. The client chose three (3) potential names for the flavours: Endless Summer, Summer Fling, and Wild Betty. The client wants the design to be unique and appropriate for the coastal lifestyle.
The Solution:
The design solution is based on research into the local area and culture of Noosa, IPA (India pale ale), the Australian 'craft' beer market, target audience, and competitor products. The beer can design market has yet to look into illustrative designs which would help Billy Brew stand out as a new, emerging brewery. Linking to tattoo culture to capture the vibe of the coastal lifestyle of Noosa residents resulted in a design that promotes visually engaging packaging and allows consumers to recognise a brand identity.
This project was selected as a finalist in two categories—Student Design Crafts and Student Packaging—at the 2024 Australian Graphic Design Association (AGDA) awards and won Merit under ‘Student Packaging’. It has also been submitted by Torrens University for consideration in the 2025 Indigo Awards.
The images below showcase my initial sketches and the thought process behind the packaging design. This is just a glimpse of the work that went on behind the scenes, including research into local beer packaging trends. I noticed that illustrative designs were rare, with many opting for typemark-focused packaging. I wanted to challenge that trend while staying true to the brief and highlighting my unique style as a graphic designer.
