Objective
Tivoli Brewing co. was in the process of developing a new beer. They wished to make this beer a rival to a popular competitor in the market, which is known for its appeal in the 20–30-year-old demographic. Knowing this, they asked for a beer brand that had a connection to Colorado, but wasn’t obvious. They created a list of ideals they wanted their beer to hold and explained that their audience would include multiple demographics. The name of this beer was Rocky Mountain Outlaw, with a tagline of ‘The Bandit Beer.’
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/e29f577e-0c8a-466b-bd0f-1531a985b706/7754f05a-ba86-4d40-a9e5-fba52ffc712a_rw_1920.jpg?h=4e1210c9baabb23e30705840420f7776)
Process
I narrowed down the most relevant aspects from the client’s wishes, looking into local stores and seeing what worked and what didn’t. I created sketches, comps, and revisions until my final design for the product was produced.
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/e29f577e-0c8a-466b-bd0f-1531a985b706/cd633d1b-7de3-4393-966f-054cb9e25c80_rw_3840.jpg?h=eebdc0ad2885c3c34c1e286e884d0c58)
![](https://pro2-bar-s3-cdn-cf5.myportfolio.com/e29f577e-0c8a-466b-bd0f-1531a985b706/66747e54-a85d-4768-951c-35c6d89cc412_rw_1920.jpg?h=653fc4a3604157b74631cc06acc2fdc9)
Approach
The name of the beer “Rocky Mountain Outlaw” served as inspiration. It was important that the brand of the beer create a sense of authenticity and a feeling of fun and creativity. Making a mascot to be used in future branding and marketing schemes was my approach. The vintage bandit look created a feeling of authenticity and established a historical connection with Tivoli, which is one of the oldest breweries in Colorado. A purposeful matte look would interact with light in display shelves to draw attention and create a strong presence on the shelf.
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/e29f577e-0c8a-466b-bd0f-1531a985b706/bea0cf3d-01a7-4d3e-8ee7-e29fedf0db42_rw_1920.jpg?h=a29909554bccb8543586801af4ad8f2a)
![](https://pro2-bar-s3-cdn-cf.myportfolio.com/e29f577e-0c8a-466b-bd0f-1531a985b706/15b28617-bf69-49c8-8797-e39a7993c598_rw_1920.jpg?h=2d06395af71c6db00dbc98da49bc4472)