As part of the Brand Design module at HU University, we were tasked with creating an imaginary product and building a brand identity around it. The brief encouraged us to push boundaries – the crazier the idea, the better. Working in a pair, my partner and I developed BiiR, a customizable beer brand with an interactive in-store experience. In this project, I focused especially on logo design, illustrations, layout, and compiling the brand book – while other decisions were made collaboratively with my partner.
Beer can mockups
The in-store beer customization concept let customers choose both the flavour and visual style of their beer from a set palette of BiiR-certified flavours and sticker designs. Using a touchscreen, customers could create their beer on the spot, with the brewing process displayed live in the store. This required a brand identity that was both cohesive and flexible – instantly recognisable, yet able to accommodate mix-and-match elements. With the illustration style and logo design, we aimed to make the brand feel bold, playful, and rooted in the craft beer community aesthetic. To convey that energy, we chose to use bright, saturated colors and leaned heavily on primary geometric shapes in our visual language.
We chose the name BiiR because we felt that it conveyed that bold and playful jester archetype we were going for —it’s short, memorable, and instantly communicates the product. The logo was designed to be a dynamic logo, where the colourful background shape could be changed according to the theme, taste or event.
Logo
Brand mascot
We also created a set of brand characters to help tell the story of the customization process. The main mascot—an older man with beer bubbles rising from his head—mirrors the letter “i” in the logo, reinforcing the visual identity and adding personality to the brand.
The heart of this project was crafting a strong and cohesive brand story and compiling all into a comprehensive brand book. This project gave me a deeper understanding of the branding process—from defining a brand’s archetype, mission, and tone of voice, to creating a cohesive visual system. It showed me how much strategy and groundwork go into building an identity, and I now bring that thinking into all my design work.
