Wild Eye is a conceptual craft beer brand created to channel the intense, mouth-pucker of sour beer into a bold, visual identity. As part of the project, I designed the brand’s sour line as a cohesive collection of beers that feel just as wild and energetic as they taste. The goal was to develop a flavor-forward system where each can stands out individually, but together they form a visually striking lineup that amplifies the brand’s eccentric energy.
The brand’s essence, “Sour in taste, not in experience,” shaped the entire design approach. I wanted the packaging to reflect the jolt of sour flavor in a way that’s exciting and visually kinetic—fun without being gimmicky, and bold without being alienating. It’s for drinkers who want a beer that matches their adventurous palate.
Each flavor in the sour line features a vivid color palette reflecting the flavors of the drink paired with complex fun and exciting illustrations to evoke the electric and unpredictable sensation of a sour beer; perfect for the season of summer.
Across the line, the Wild Eye logo acts as a consistent top lockup anchoring each can within the collection while the abstract eye motif reappears subtly across all three designs in varied forms. On shelf, the collection demands attention through high contrast and bold personality, delivering a visual punch that mirrors the experience of the first sip.
Boldly sour, with wildly refreshing taste.
We produce our sour beer like no other. Our craft brewed collections all include unique fruit flavors that are jam packed into our beers to give them the most refreshing, summer-y taste possible! All while delivering your beverage in a wild and colorful can that’s sure to be a great conversation starter at any party or barbeque.
Inclusive, Interactive, Eye Catching, Wild, Punchy
Foremost focus on the implementation and fermentation of the fruit in our sours; bringing out the best, most refreshing taste.
Refreshing, Unapologetic, Energetic
Age: 26
Occupation: Junior UX Designer
Location: College-Town / Urban Area
Bio:
Andy is a young professional with a growing curiosity for beer. He doesn't know exactly what he likes yet, but he’s eager to explore. When he's shopping, he makes quick decisions based on visuals—something that looks tasty, fun, and affordable. He goes out with friends regularly and is always down to try something new without committing too much thought or money.
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Age: 45
Occupation: Environmental Scientist
Location: Suburban Area
Bio:
Frank is a thoughtful beer enthusiast who brings a scientific curiosity to everything he does—including what he drinks. With a background in environmental science, he appreciates the craftsmanship and process behind brewing. Frank enjoys dissecting the flavor profiles of craft beers and often introduces friends to new brews during backyard barbecues or game nights. He’s loyal to local breweries and loves supporting small-batch, seasonal releases.
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Age: 22
Occupation: College Senior
Location: Urban Campus Area
Bio:
Paige is in her last year of university and is tired of the same seltzer options at every party. She’s looking for something more exciting to bring, but it still needs to be cheap and come in a big pack for sharing. She doesn’t like drinks that taste overly alcoholic and prefers easy sippers with a fun vibe.
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