Gummies IPA - Pineapple

SweetWater Brewing Company looked redesign the packaging for their existing Gummies IPA line in tandem with the launch of new flavors and recipe updates. The brand is celebrated for its '70s-inspired, vibrant, and playful designs, with a strong connection to Georgia’s fishing culture—symbolized by the iconic trout in their logo.

Drawing on these personality traits and considering the product line’s target audience of younger, legal-age drinkers, I introduced a series of psychedelic aquatic characters to represent each flavor (Tina the Trout for Pineapple Express). Bold, bright colors were used to reinforce the brand’s fun, approachable aesthetic while keeping its roots intact.