CASTLE ROCK X WILDLIFE TRUStThe Brief:
To create a new concept for a range of Castle Rock Brewery craft beers that celebrates sustainability, regeneration, and community. The project encouraged cross-disciplinary collaboration, pushing us to think beyond fashion and explore new modes of storytelling through food, drink, and local culture. The final concept was to be pitched at a public Beer Expo, supported by promotional assets and a launch campaign.
The Concept:
Introducing Wildwise Brews — a playful but purposeful range of beers designed to raise awareness for local wildlife and champion environmental conservation. Each can champions a different species through eye-catching design, tongue-in-cheek names, and a QR code that links directly to Wildlife Trust donations.
My Role:
I led on label design, developing a cohesive visual identity that balanced humour with environmental storytelling. My aim was to create shelf appeal while delivering a deeper message about sustainability and local wildlife.
KEY SKILLS LEARNT FROM PROJECT
Visual Identity Design – Creating bold, character-led packaging that combined storytelling with shelf appeal.
Sustainability Messaging – Communicating environmental purpose in an accessible, engaging way through design and tone.
Collaborative Concept Development – Working as a creative team to generate and refine ideas rooted in community values.
Packaging & Label Design – Leading on can illustration and layout, ensuring each design balanced humour with clarity.
Campaign Planning – Developing a launch strategy with social media content, press release writing, and expo display design.