The Brief _ The brief stated that for this project I had to design and develop a brand, packaging and promotional items for a new microbrewery of craft beer.  

 

The Concept _ My concept is based around a specific consumer insight to scuba divers; which is a diver experience, the visibility under the water.  This brand of craft beer is thus for a certain target market.  This beer is created for people who are looking for refreshment after their outdoor activities.  The basis for my concept is the buddy system, which divers use when they go diving.  The buddy system is a pair of divers who go dive together to assist each other in any way.  Thus, my brand of craft beer can be seen as your buddy, who you cannot go drinking without.

 

The Name _ BOTTOM TIME, is a reference to some of the terminology that divers use to communicate.  To divers, ‘bottom time’ means the time spent under the water, from the start of your decent to the start of your ascent, excluding stops.  The combination of the terminology and the diver experience gave me the name for my new craft beer brand. 

 

The Execution process _ The execution that I decided on is based on a specific consumer insight to divers and the diving experience, the visibility under the water.  The typography that is applied to the design is distorted and stretched, so as to mimic the effect that water has on a divers vision when you move just under the surface of the water.  This project execution has a bit of a grungy look and feel to it, to fit with the idea of an ever-moving ocean.  There is also four different types of beer and each beer is assigned to the most popular diving sites in Southern Africa.  There is the Sordies Pilsner for Sodwana, the Aliwal Amber for Aliwal Shoal, the Shallow Reef Pale Ale for Protea Banks and the Mabibi Bock for Mabibi.  The first promotional item for this project is the secondary packaging, which is portable ice buckets that can be reused.  The second promotional item is reusable neoprene sleeves, which helps keeping the beer cold and also keeps it from slipping from your hand.  The third and last promotional item is site specific t-shirts that comes with the different flavors of beer.