Liquid Hero, a fictitious brand that is crafted in Ontario, has mastered what it means to celebrate victories and be local. Using Canadian-grown ingredients mixed with traditional brewing techniques, Liquid Hero brews exhilarating flavour experiences suitable for everyone, with particular appeal to enthusiasts of the ocean and its powerful creatures.
Objective
To design a fictitious craft brewing company and label for three different types of beer. The company name, logo, name of the beer, type of beer, flavours, and three labels holding the same theme were required to convey a sense of quality and tradition while being unique from other brands. Another deliverable was to design a full-page colour advertisement to promote the craft beer company and line of beers while effectively promoting the new design and brand essence.
Liquid Hero vertical logo
Liquid Hero emblem logo
Liquid Hero Bait Red Ale Cap Label
Liquid Hero Hook Sharp Ale Cap Label
Liquid Hero Surf Wild Ale Cap Label
Liquid Hero Bait Red Ale Front Bottle Label
Liquid Hero Bait Red Ale Back Bottle Label
Liquid Hero Surf Wild Ale Front Bottle Label
Liquid Hero Surf Wild Ale Back Bottle Label
Liquid Hero Hook Sharp Ale Front Bottle Label
Liquid Hero Hook Sharp Ale Back Bottle Label
Process
I researched various craft beer companies, exploring themes, types, and flavours. Inspired by the ocean, I created ocean-themed beer labels and designed a vibrant, transparent logo. I named my craft beer brand Liquid Hero to convey the idea that it serves as a hero at any point in the day. The transparent, glass bottle shark logo represents the brand’s resilience, with sharks thriving in liquid, symbolizing resilience and celebrating victories. I wanted the deep navy to signify the ocean depths.
I maintained the shark theme in my label design, naming them Bait, Surf, and Hook to reflect the flavours – Red Ale, Wild Ale, and Sharp Ale. I used these primary colours and a consistent shark logo to maintain design coherence and recognition. I wanted to design the shark’s activity, “target,” and time of day such as Bait Red Ale depicts nightfall and shark hunting with a seal, Surf Wild Ale showcases mid-day surfing with a surfer target, and Hook Sharp Ale suggests afternoon fishing.
For the advertisement, I focused on the Bait Red Ale, emphasizing its humorous label, and vibrant illustration. The advertisement depicts the shiny bottle immersed in the ocean surrounded by sand with circling shark silhouettes, accompanied by the title “Crafted from the Depths.”
Medium/Tools Used
Adobe Illustrator
Adobe Photoshop
Logo sketch concepts
Logo sketch concepts
Logo sketch concepts
Logo sketch concepts
Liquid Hero shark logo
