PackagaingAmy Esplen

The Underqualified Brewer

PackagaingAmy Esplen
The Underqualified Brewer
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The Underqualified Brewer labels and packaging were inspired by the idea that everyone is working different jobs, yet feel underqualified at one point or another. I drew inspiration from the slogan "fake it till you make it" to create the cohesive understanding for all of the beers in the mixed pack.  

Each of the illustrations is a mythical creature from history dressed in a job-specific outfit. The illustrations are meant to show different examples of being underqualified.  The colour pallet was created to grab the attention of The Underqualified Brewer's target market, people ages 25-34. The goal of the vibrant and high contrast colours was to make the packaging nongender specific. The cardboard texture of the carry case with the colours helped bring the vintage, yet hip feel together.

 
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