Designing cultural codes into beer

“What if a hipster and a Belgian monk brewed beer?”

What if we combined essential ingredients from regional terroirs? What if we revived a centuries-old recipe?

My freelance design strategy experience at Mother New York involved questioning old things and imagining new ones. I joined a team of researchers developing new product strategy and designers creating packaging for a mainstream beer client.

From deep dives in Iconoculture and Mintel to meets with master cicerones and customer focus groups, I immersed myself in gathering large amounts of trend intelligence to distill a few key ideas. This research assisted the larger strategy team’s pitch of product narrative briefs and the design team’s packaging prototypes.

The result was experience in narrative-driven product design and an appreciation of a good beer at the office.

Experience

Mother New York
New York, NY

Impact areas

Research and insights