Mythical Brew is a theoretical, limited edition, beer brewed by Bellwood’s. I wanted to create a label for the beer that was designed well enough to stand on its own but then also roll out the concept into packaging and merchandise.

Audience

Young urban males are traditionally the target market for craft breweries, but the growing popularity of new and unique brews has widened the audience for this industry. The demographic for beer made traditionally from natural ingredients has expanded to include the whole gamut of adults in most urban centres. Craft beer sales have seen double-digit growth in the…

Background

While attending school, I was instructed to design the 2018 Annual Report for Telus. It involved creating an important marketing tool for the organization. The report is shared with a number of stakeholders including existing and potential corporate donors, board members, volunteers, other foundations and the general public. It showcases and measures Telus Canada’s performance and impact across the country from year-to-year. I developed the report from concept through to print and digital execution. Tasks included gathering content, supporting copywriting and overseeing the French translation if the report were to go to print.

Process

Having worked on editorial projects…