Broken Hearts Brewing Co.
Broken Hearts Brewing Co. is a fictitious brewery based in London, Ontario. They specialize in creating ales that put you in the mood of ruminating in your heartbreak, then soothe you– made by the heartbroken, for the heartbroken.
As apart of the initial campaign, I created beer labels first. Given the fact that the brand’s goal was to convey the pain of heartbreak, it only felt natural to liken it to the pain of a weapon inflicted wound that echoed the cheeky flavour names.
I went with bright, contrasting colours as the target demographic (heartbroken young adults) are likely to be attracted by the eye-catching colours and illustrations. Additionally, this demographic is also very social media driven, so creating packaging that can be easily used as a prop for their posts was very important.
For the second part of the campaign, I was tasked with creating a bright and comedic illustration-based ad that would adapt to both print and social media.
