Live Brief: Wigflex X Castlerock Brewery Collaboration

Creating concepts, product designs, promotion plans and content for a beer co-lab

A leading prompt I used when creating the concept for the beer was escapism and people using rave culture to avoid the stresses of everyday life. This led to the tagline ’Submerge Yourself in Sound”, from trialling different brand messages I was able to take away the importance of balancing the creative side of marketing with the practical. You want your brand to be engaging, thought provoking and relatable, without being exclusive to certain audiences or displaying a potentially toxic meaning.

Three monsters were created for the branding, all with names connected to toxic perceptions of people that attend raves, and moved forward with the opposites, ‘Mis-Chief’, ‘Mis-Judged’ and ‘Mis-Understood’. The packaging was neon so it would glow at raves and sign out.