Reuben's Brews Rebranding

This was a design-based research project where I looked at the demographic of a local craft brewery (Reuben's Brews) and re-designed their packaging to reach a new audience. Through market research (primary and secondary), I discovered the overall demographic of craft beer drinkers is overwhelmingly white male millennials. I decided to

re-design their packaging, coming up with 3 new flavors with 2 non-alcoholic variations, to enforce themes like diversity and community. I also focused on emphasizing the process and ingredients that go behind each beer.