Hoppy Days Brewery Co.

This design project required me to create a brand guide for a fictional brand that critiqued an industry of choice. With this in mind I created Hoppy Days, a fictional brewing company with an unorthodox way to sell liquor to customers critiquing the alcohol industry and the normalization of unhealthy drinking habits through advertizing.

This project lead me to research the alcohol industry and alcohol dependence statistics within Australia and how alcohol affects certain groups more than others. I also had to research the most common effects of alcohol dependence be it physical, mental or community based impacts and the why and how they happen. With that knowledge in mind I chose to satirize and transparency as a way to critique the industry, finding the most common beverages that people consume on a daily basis, basing the drink containers on them and making marketing material that emphasizes on how one doesn’t feel right without drinking alcohol and how alcohol dependence unlocks ones true potential.

With the project complete, I ended up with a highly satirical brand that I felt conveyed a powerful message on the spiral from alcohol over-consumption to alcohol dependence and highlighting some of the impacts that comes with it.

(CLOSE)