
Advertising & Branding
Graphic Design
Package Design
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Criminally Insane Brewery
Class Project
The Goal
Criminally Insane Brewery is inspired by the television show Gotham. The goal of this project was to use the theme and storyline of a television show to develop a logo, beer labels, package design, print ads, promotional video, and tattoos. For the design, each beer represents a different villain who has their own personal touch of criminally insane.
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The Brewery
Located in New Jersey, Criminally Insane is brewing up an elixir that will have you questioning your sanity. The time is now to break from the imprisonment of your mind and let your insanity roam free. Each beer shows why the villain broke from their sanity. What's your reason?




Color Palette and character association






Labels
Each label has a pattern, color, and copy unique to each villain as well as their motive for going insane.






In-store packaging










BREWERY TOUR CUSTOMIZABLE TICKETS
Once a customer purchases their brewery tour ticket, they can design their asylum admittance armband to reflect their favorite villain. Each armband gives the option to customize color, pattern, name, cell number, and motive for going insane.

LEATHER CASE ONLY available at THE brewery tour
A case sure to restrain your favorite Criminally Insane brews.










Print ads
Promotional video
Tattoos
The tattoo designs refect quotes from the tv series, the smile from the bottle, and the villain's asylum inmate number.



Creative Process

In-store purchase box
Before finalizing on any design I enjoyed printing mockups and trial runs to see how the bottle design and package design would interact with one another.
Brewery tour beer carrying case
I took a leap of faith when deciding to create the leather carrying case by hand but the results were totally worth it. I used 3/4 inch black leather strips and silver rivets to create the case.


Bottlenecks
Each bottleneck was hand woven with a 28 gauge wire to create a chain link fence and barbed wire appearance. The necks were finished off with the addition of a Criminally Insane smile charm.


Logo
It takes multiple designs to finalize on a logo. For this project, I designed 30 logos. Here were some of the ideas that lead me to the logo for Criminally Insane Brewery.




