BRAND CONCEPT · CAMPAIGN DESIGN
ANTIPA is a fictional 0.0% IPA brand concept built around a bold, rebellious identity. The project combines branding and campaign design to give an alcohol-free beer a strong personality of its own.
The concept
The concept for ANTIPA started from the idea that an alcohol-free beer does not have to feel safe or conventional. I explored the Outlaw and Explorer archetypes to create a brand with a more rebellious and independent attitude. The aim was to position the product as a distinctive alternative with character rather than simply another 0.0% beer.
Brand identity
The visual identity uses a strong hand-drawn style and an unconventional character illustration to reinforce the rebellious personality of ANTIPA. The purple colour palette, expressive typography and rough visual treatment give the brand a distinctive appearance that stands apart from more traditional beer branding.
Tools: After Effects · Photoshop
Campaign design
The campaign design translates the identity into a bold poster that communicates the attitude of the brand immediately. The combination of illustration, typography and the central product message was designed to attract attention while keeping the visual language consistent with the ANTIPA identity.
Outcome
The final result is a distinctive brand concept that combines strategy, illustration and campaign design into one consistent visual identity. ANTIPA allowed me to explore how a clear archetype and a strong visual direction can give a fictional product a recognisable personality and position.