The brief: To understand the demographic who would buy alcohol free beer. Not to emulate the current design style in any way.

The problem: high competition. The product needs to stand out and cut through the ‘noise.’

The challenge: Design a label that helps the product to ‘cut through the noise,’ and appeal to the demographic.

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Alcohol-free beer is usually low sugar, has lower calories than alcoholic beer, and contains fewer additives found in fizzy drinks. This finding could suggest that people who drink alcohol-free beer
are health conscious and on a diet. Also, some people cannot drink alcohol due to religion or health reasons. (Hallett, 2021). Hallett, T., 2021. 10 Brilliant Benefits of Non-Alcoholic
Beer. [online] Steady Drinker. Available at: <https://steadydrinker.com/articles/benefits-of-alcohol- free-beer/> [Accessed 20 March 2022].

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I created 3 versions for the label. My solution to cut through the noise was to remove the noise by creating monochrome hand-drawn labels. The feel of the design is fun, hip-hop and graffiti influenced. The aim is to appeal to the younger demographic (25-35 year olds). The designs also work well in colour and across multitude of marketing materials.

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May 2022

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Programs used:

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• Adobe Illustrator

• Adobe Photoshop

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