swell
DESIGN
Logo, Branding, Packaging, Advertisement
TYPE
University project
DELIVERABLES
Brand logo, Beverage packaging, Print ads, Billboard ad, Online banner ads
THE IDEA
Swell: A beer brand inspired by surf culture
LOGO & BRANDING
Swell's personality is inspired by the carefree and laid-back attitude of the stereotypical surfer. I brought this idea into the name itself: Swell refers to the definition of an ocean wave, but also to the emotion of feeling good.
The logo icon features an ocean wave, but the wave's shape also comes from the shape of a bottle opener, to tie into the product and correlate with the beer pack, which comes with a bottle opener as a unique selling feature. The logo has an energetic look to grab people’s attention & appeal to a newer generation.
The background pattern features blue colors and the wave shape as a call to beach/ocean goers and surfers, and a black color and neon outline appearance as a callout to people who go out and drink at night, at bars and nightclubs. The black also helps the other colors to pop, making it more attention-grabbing, which is important for a product that isn’t mainstream.
PACKAGING
The packaging here includes all of the brand aspects previously mentioned, featuring the logo prominently in the front. I also included a message from the brand, which reiterates Swell’s brand message that “To stay happy, realize that maybe you can’t change your situation, but you should try to enjoy your day regardless.”
AD CAMPAIGN
The ad campaign also follows this message, presenting unfortunate life scenarios and stating that Swell beer can make your day better. The ads use humor and emotion to connect to its audience, with text hierarchy to establish the visual flow. Even the background colors have a purpose, with the black representing the negative emotion, and the white suggesting a clearing of those emotions.
