Project Aim:
Asked to create a hypothetical line of craft beers for Castle Rock Brewery, I wanted to target a largely untapped feminine audience, however our research showed this consumer found asking for a beer in a pub “daunting” or like it wasn’t “for them.”
Asked to create a hypothetical line of craft beers for Castle Rock Brewery, I wanted to target a largely untapped feminine audience, however our research showed this consumer found asking for a beer in a pub “daunting” or like it wasn’t “for them.”
Project approach:
This project set out to challenge gendered perceptions of alcohol by creating an unapologetically feminine alternative to canned cocktails. Rather than conforming to the reductive “girl drink” narrative, the concept aimed to celebrate femininity with a playful edge and deliberate irony. Women have played a significant historical role in brewing, and had history taken a different course, beer might never have been seen as a masculine product at all.
This project set out to challenge gendered perceptions of alcohol by creating an unapologetically feminine alternative to canned cocktails. Rather than conforming to the reductive “girl drink” narrative, the concept aimed to celebrate femininity with a playful edge and deliberate irony. Women have played a significant historical role in brewing, and had history taken a different course, beer might never have been seen as a masculine product at all.
The powerfully feminine reimagining of Stella, Carling, and Heineken’s labelling draws on this idea, serving to reclaim and subvert a traditionally male-dominated industry.
Project result:
To be read as Cans of Can’t, the name refers to how women often feel they can't drink beer, but is also up for interpretation, serving to reclaim the use of female-centric explicit language to empower the consumer.
Letting the girlies who think they can’t drink beer, know they can.
Project skills:
This project completely changed my view of my skills. Working in a different sector allowed me to expand my skills in marketing, graphic design, and idea generation. It demonstrated that my creative thinking and approach are highly transferable, enabling me to deliver outcomes I’m genuinely proud of, regardless of the context.
Copy written for the cans, capturing the personality and brand voice of each design.
