Billy’s Brew needed a distinctive label design for a new IPA craft beer that would stand out in a competitive market while reflecting the coastal lifestyle surrounding the brewery. The label also needed to fit a 330ml single-serve bottle, include all mandatory product information, and meet specific production requirements, including the use of a die cut and one embellishment.

The design process centred on creating a strong connection between the product and its coastal origins. The visual direction was developed to evoke a relaxed, approachable, and authentic lifestyle while ensuring the product remained highly visible on shelf. Alongside the creative concept, careful consideration was given to print production requirements, ensuring the design was both visually engaging and technically feasible.

The final design successfully balances creativity with functionality. The unique die cut and embellishment create a premium tactile experience and help differentiate the product from competitors. At the same time, the design clearly communicates the brand story, captures the spirit of the coastal environment, and presents mandatory information in a clear and accessible format.

The label was designed within the dimensions of a 330ml bottle label and incorporated both a die cut and print embellishment as required. All mandatory product and regulatory information was included, and the artwork was accurately prepared for print production. A print specification sheet was also produced for supplier handover, and a realistic mock-up was developed to demonstrate the final outcome.

The project transformed a standard packaging requirement into a distinctive brand experience. Through thoughtful use of structure, finishing techniques, and visual storytelling, the design increased shelf presence and strengthened the product’s perceived value. It demonstrated how strategic packaging design can influence consumer attention, communicate brand identity, and create a memorable first impression.

This project showcases end-to-end packaging design capabilities, from concept development and branding through to technical production preparation. It demonstrates an ability to solve both creative and practical challenges, delivering a commercially viable design that aligns with client objectives while enhancing the customer experience.