Disclaimer: Due to COVID-19, a physical mock-up cannot be provided at this time.
A BEER FOR THE AWESOME GIRLS
‘’Only real men drink beer. Girls don’t like beer.’’ This is what society keeps telling us, and this is just as erroneous as the belief that there is equality between men and women in the creative industry.
To draw attention to this issue of inequality, I wanted to create a packaging concept for an IPA beer where the target group is primary women. Furthermore I wanted to create a packaging with wow-effect that will make some noise on the shelves.
What is the product?
The product is an IPA beer with hints of caramel and honey. The ingredients are reflected in the colours of the design – where the colours of the ingredients are the colours that have been used to create the illustrations. Though my research into equality of girls and women, I came across Girls Are Awesome, and I believe that this client would be the perfect sender of the message I wanted to convey. Girls Are Awesome describes themselves as ‘a purpose-driven brand and emerging media platform that create and collaborate on projects that increase female representation’.
Who is the audience?
The primary target group are women between 25–35 years old. It is bold and independent women in all spaces and colours, who are not afraid of taking the lead and standing out from the crowd.
To support the concept of the product, I used the principle of tension to create a composition that would attract the eyes of the receiver and at the same time support the concept of the product by creating a metaphor — the tension between the illustrations in the packaging design can be compared to, and symbolise, the tension in gender equality in the creative industry.
Furthermore I wanted to use the principle of tension even more. With the use of complementary colours as the light blue and orange, the colours when combined create a vibration for the eye which is attention grabbing when sitting on a shelf on competing products.
PROCESS — sketching and illustrations
