Brief: Brief was set by packaging agency, Cartils. Create a new craft beer brand for an urban cool female target market.
Creative Idea: A strong brand needs a strong story behind it. Choosing the location of Shoreditch, gave me a foundation on which to base my brand. Whilst researching the area I came across an old wives tale, which told how the area came to be named as Shoreditch. I used this as the basis of 'Plain Jane's' identity.