When life feels out of control, the citizens of Earth need an escape from a humdrum routine. ‘Escape Route’ brew house is here to show the shortcut to a fantasy land. It lets one get lost in the dreams and journey to a surreal world.
The branding project is an imagination of a new beer brand. I created a brand strategy, product experience and a launch campaign that reflects brand’s vision. ‘Escape Route’ beers are based on the theme ‘Escapism’ which is a tendency to seek distraction and relief from the daily mundane life.
✨AWARDS: American Advertising Awards, Atlanta. Won Gold. Silver and Bronze in 4 categories.
ROLE: Art Director, Designer
SCAD Student Project
Brand Personality
The key asset I created is a brand logo. Flashy and distinctive, the aim was for it to act like a transition element, a portal from one world to another. I chose an exciting and funky color palette with contrasting bold colors. It reflected the brand’s surrealist personality.
Ctrl + SIP + ESC
The campaign ‘Ctrl + Sip + Esc’ aims to create awareness about new brand launch. ‘Escape Route’ pinball machines are installed at arcades and shopping malls as a way to refresh.
CREATIVE PROCESS
My design process started with taking visual and compositional cues from the references and identifying keywords that relates to the theme. The next stage was sketching out the ideas, implementing them digitally and coming up with campaign ideas.