Deeds Brewing is a craft brewery located in Melbourne specialising in beer and a variety of limited editions brews, ciders and RTDs. With a focus on quality, consistency, care, innovation, creativity, sustainability, locally sourced and community focused they won the Champion Victoria Brewery and Medium Australian Brewery at the Australian International Beer Award.

I was tasked with designing a Lemon Hazy Pale Ale - Main Squeeze, as part of their limited release range that would run every two weeks. This was a range of innovative and experimental brews that allowed the brewers to indulge and play with different flavours and ideas.

Main Squeeze was a Hazy ale with Lemon drop, Motueka and Citra hops with Pale, Wheat and Oats malt. The visual language surrounding this beverage consisted of plant, botanicals, lemon, fruit and zest themes. I went with an illustrated stylefor a more light hearted, summer fun feel which was relevant to the product and its timing in the market it also aligned with the products that they have previous released in their Limited Run range.

I liked using the Squeeze part of the product name as part of the design as the word has a strong visual and emotional weight, it can really pop. Same with the choosing yellow not only did it relate to the colour of the flavour and style of beer, and again, it really stands out on the shelves. This would certainly help draw customers’ eyes to it in a sea of blue, green, white, red, black and the occasional orange. Included in my designs is a simple mockup of the design on a shelf to illustrate this distinction. The arched treatment of the typography to follow the shape of the fist squeezing the lemon help to add to the whimsical, fun feel of this product. I used line drawings of the other themes of botanicals, plant, zest and fruit to keep the artwork minimal and not too crowded. The background is a sunset reminiscent of sipping a nice cold beer with friends on a summer evening as the sunsets.