About the project

Beer Daddy is a competition concept for the logo and visual identity of a beer brand. The goal was to create a bold, playful and memorable identity that would stand out from the traditional visual language of beer brands.

The concept is built around the illustrated “Beer Daddy” character, complemented by bold typography, geometric elements and a vibrant colour palette. I then developed the visual system further across packaging concepts and other brand applications.

The concept placed 3rd out of 82 entries in the TopDesigner design competition. The project was not subsequently produced, so I present it in my portfolio as a competition concept for a visual identity.

Logo & visual identity

The main element of the identity is a distinctive illustrated character that gives the brand its own personality and an easily recognisable face. The design works with simple geometric shapes, distinctive glasses, a beer in hand and exaggerated stylisation that supports the brand’s relaxed and playful character.

A distinctive brand character

The logo combines illustration with narrow, bold typography. The character can work together with the brand name, but thanks to its distinctive appearance it can also function as a standalone visual element.

The colour palette is intentionally energetic and contrasting. Yellow and dark navy are complemented by teal, orange and green, which are also carried through into patterns and packaging design.

Visual identity applications

I also developed the visual style across beer packaging concepts. The brand character is carried through to bottle labels and cans, complemented by geometric motifs that make it possible to expand the identity without having to use the full logo every time.

Thanks to the combination of bold illustration, colour and simple shapes, the visual system can work across different colour variations while maintaining a consistent character.

The brand in context

The visual identity was designed to work not only across the packaging itself, but also throughout the brand’s wider communication.

The distinctive illustration and colour palette give Beer Daddy an easily recognisable character and allow the brand to extend naturally into additional visuals and promotional materials.