'Tapioca High'
Self-initiated Project
Branding and product design for a hypothetical IPA from
Vietnam including packaging design, illustration,
logo design and art direction.
Cassava beer is a relatively new beer brewing process started in Africa, which substitutes wheat and barley for tapioca starch from cassava - an abundant root vegetable found in subtropical and tropical parts of the world, including Vietnam.
Calling upon lived experience of my time living and working in Vietnam, this branding venture and product design project fuses the global IPA craze with the innovative beer-brewing process.
‘Tapioca High’ is a hypothetical IPA brand which brings the cassava beer industry to the multi-cultural centre of Vietnam, Saigon, a city rife with exciting, creative and experimental business ventures and a place I called home for just under a year.
Utilising a series of hand-drawn illustrations I created while living in Saigon, ‘Tapioca High’ pays homage to my time in Vietnam, the creative inspiration I found through the people I met there and the culturally rich and vibrant energy of the city.
Comprised of three conventionally unconventional flavours in the world if IPAs, the brand finds a synergy between the experimental and creative nature of IPA brewing and the new and innovative nature of cassava beer brewing - a union that would fit seamlessly into the culturally diverse and infinitely creative city of Saigon.
