SCHRODINGER’S CRAFT

BEER PACKAGING 

︎ART DIRECTION
︎PACKAGING
︎GRAPHIC DESIGN

Project Brief

First-year university project to design a beer label for Brew Ha Ha brewery in Birmingham. The brief: create packaging for a new craft beer line based on three geometric shapes—circle, square, and triangle—launching summer 2022.

Creative Approach

The concept draws from Schrödinger's Cat, the famous thought experiment where a cat exists in a superposition of alive and dead until observed. This paradox became the foundation for both visual identity and brand experience.

The design features a cat-skull hybrid—simultaneously alive and dead—rendered in neon green and purple inspired by radioactive decay. These colours reference the radioactive substance in the original experiment while creating a vibrant, festival-ready aesthetic suited to summer craft beer.

The geometric shape requirement is addressed through manipulated squares that wrap around the can, creating an optical illusion of infinite depth. This visual references multiverse theory—one interpretation of Schrödinger's experiment—adding a futuristic dimension to the design.

Brand Experience

The concept extends beyond packaging into a subscription service model. Customers receive randomised flavour selections with each delivery—never knowing exactly what they'll get until they open the box. This mirrors the experiment itself: the contents exist in uncertainty until observed.

Deliverables

• Brand Identity – Logo, colour palette, visual language
• Packaging Design – Can label with optical illusion depth effect
• Prototyping – Physical printed labels and digital mockups

Tools

Adobe Illustrator, Photoshop, Procreate, Adobe Express

Outcome

A conceptually rich packaging design that transforms a physics thought experiment into an engaging brand experience—balancing scientific intrigue with bold, eye-catching visuals suited to the craft beer market.