Crimson Red
A self-directed packaging concept for Crimson Red, a cranberry ale inspired by the annual Massachusetts cranberry harvest. I designed and illustrated everything, from the folk-art harvesting illustration to the label, four-pack carrier, and mockups.
Design a craft-beer packaging system for a cranberry ale that feels rooted in a real place and season, stands out on a crowded shelf, and works end to end: bottle label, neck band, cap, and four-pack carrier.
A warm, folk-inspired identity built around an original illustration of a farmer raking a flooded cranberry bog at sunrise. The motif carries across the label, neck band, bottle cap, and die-cut carrier, tied together by a custom logotype.
Every autumn, the bogs of Massachusetts flood and turn crimson as the cranberry harvest begins. That yearly ritual is where the concept for Crimson Red, a cranberry ale from the fictional Massachusetts Harvest Brewery, was born.
I designed and illustrated the entire system myself: the folk-art illustration of the harvester at work, the sunrise and berry motifs, the custom typography, and the packaging itself, including cutting out and mocking up the four-pack carrier by hand.
How this brand came to life
- 01
Research & Discovery
I dig into the business, its audience, and competitors to pinpoint what makes it stand out.
- 02
Define Brand Strategy
I shape a strategy, mission, and positioning aligned with the client's goals.
- 03
Concept Development
I explore visual directions across colour, type, and imagery, then present concepts for feedback.
- 04
Design Exploration
I refine the chosen direction into a full system of logo, type, and palette, then design the site.
- 05
Finalization
I iterate on feedback, finalize every element, and deliver clear brand guidelines.
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