Derrick Lin


Design: Maria Elena Wong Chang
Project Type: Student Project
School: Academy of Art University
Course: Packaging
Location: San Francisco, California
Packaging Contents: Beer
Packaging Substrate / Materials: Paper, glass bottle
Printing Process: Digital Printing

Given the option to either use a real brand or create one, this project was made with the intention of showing how a concept and graphic style can be applied consistently throughout the different flavors of a product. Pursuit Craft Beer, based in San Francisco, is a fictitious brewery, created specifically for that purpose. Most people love a good beer, and they enjoy it in the company of friends or coworkers after an overwhelming day at work.

This well-known trend has inspired the creation of Pursuit, a brewery that celebrates the individual and their way of living. No matter what you do, we all deserve a beer, two or more after a long, grueling, nine-to-five work day. The labels, resembling a banknote, each depict a different character on the job. The approach I selected involves a lively inking illustration style and a vibrant color palette, connecting each flavor to its corresponding character.