The brief for this project was to
design a beer brand - packaging and identity
inspired by personal childhood experience
INSIGHT
Tasman, New Zealand, where I grew up, was a very creative place with lots of ambitious artists.
The most memorable art I experienced was crafted from up-cycled materials. Whether it be the simple huts we
would build in the woods as children, or the elegant metal sculptures welders displayed in art galleries -
rural farm scraps and up-cycling was essential to the creative community.
‘She’ll be right’ is a very common saying in NZ which - in my house hold - was interpreted to represent the charming,
easy-going kiwi attitude we would experience and love so much. To me the saying is the equivalent of “eh, that’ll do.”
SOLUTION
Stylised as if the visuals have been thrown together with upcycled off-cuts one would find laying around a rural
brewery and given a charming tongue and cheek tone of voice, She’ll be Right is a beer which personifies the easy going attitude
kiwis pride themselves on. The brand encourages consumers to grab a beer to celebrate the bare minimum,
because sometimes it’s not worth going the extra mile.
VISUAL INSPIRATION
THE RESULTING BOTTLES AND BRAND: