Cthulbru.

My design brief was to create a series of product mockups for a fictitious brand. Cthulbru is a fictitious craft beer. It represents the combination of the words Cthulhu (a popular literary monster) and brew. The target audience for this product includes people of legal drinking age who enjoy craft beer. They are interested in literature, pop culture, and love all things nerd-related.

Process.

The brief made it imperative for the mockups to have a cohesive look and feel. Aesthetically the mockups needed to look attractive and unique. Technical proficiency was also key: keeping the Photoshop files as editable as possible. My solution was to brainstorm and sketch out product mockups that would commonly be found in a craft brewery.

Product Mockups.

Beer connoisseurs want to purchase branded merchandise that makes a statement: t-shirts, glasses, coasters, etc. Cthulbru grabs one's attention through eye-popping green colour and spooky imagery. This is not a common approach to craft beer branding.