Kirsty Lawrie is a student at the University of Hertfordshire and was challenged by Droga5 to redesign a beer line for the 18-30 year old demographic. Because the world of craft and specialty ales have surged, it’s essential for packaging to help differentiate the bottles and cans from the endless sea of competitors. This thinking approach led Kirsty to create La’ger, a brand with a strong motto stating, “The no bloke beer.” The packaging is bright, cheery, and features illustrated characters with bounds of personality and charm. This isn’t your average beer, and that’s precisely the point.

I was challenged by Droga 5 with re-branding and creating a brand world for ASDA own-brand lager that makes it the alcoholic beverage to be seen with this summer for 18-30-year-olds.