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IDEA 

 

We do not believe that we need a certain time to drink beer. There is no need for a special reason to drink beer as it’s an essential drink of spontaneous plans and parties.

So I decided to focus on the concept of “time” with this existing brand. 

 

While the circle symbolizes infinity in shape, the clock represents time in an ironic way. 

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The brand concept:  Timelessness.

‘Broken clock' 

 

I designed a new logo and background pattern for this brand and sketched down some of the ideas in a simplest way and it helped me to create a background pattern.

Some experiments have been done with the ‘broken clock’ doodles.  Almost all the craft beers have eye catchy, bright, colourful labels. The purpose was also taking the attention of people with the colourful characters.