Hard Times is a unique craft beer infused with light-hearted, dark humour, intended to get you through the hard times smiling. The design expresses the diverse combinations of flavours which is infused in Hard Times's craft beer. The branding is based off a niche, in style, 1920s animation, also known as the “Inkblot Cartoon Movement”. I opted for a lighter, more minimilistic approach of having one main illustration and a small amount of additional design and colour to make it impactful. This leads to conclude the brand with a unique and memorable format. For the packaging I went with an eco driven finish by using recycled card. I felt this was important in keeping to the ethic and traditions of craft beer as well as enhancing the vintage theme.
