Brewed for Creativity
The brief for this project was intentionally open-ended, which made it both challenging and exciting. House 337 wanted to celebrate its recent win on the non-profit side, and I was tasked with designing a label for the occasion. Given the iconic nature of PETA's logo, I focused on their leaping bunny, using the can itself as a canvas to animate its movement.
The goal was to keep the design simple, recognisable, and reflective of House 337's brand identity. I incorporated House's signature icons, clean use of white space, and a blue palette to maintain that brand connection while nodding to PETA's own aesthetic. Subtle hints of green were added to acknowledge environmental themes, keeping the tone fresh and optimistic.
Raising the Bar Bunny
My immediate thought when I received this brief was: This needs motion!
But I wanted something organic that enhanced the experience without over-complicating it. QR codes and detailed instructions felt too cumbersome for what I had in mind. I envisioned a label that communicated its purpose intuitively—something that revealed itself to the user as they casually enjoyed their beer.
Inspired by my love for stop-motion animation, I set out to create a label that functioned as a stop-motion sequence. After reviewing countless bunny leaps and experimenting with different positions on rotating cans, I landed on six key poses to bring PETA's bunny to life in a dynamic, engaging way.
AR, Not Just for Beer Goggles
As I developed my initial concepts, I created 3D models to test label designs. It quickly became clear that this project was ripe for an AR experience.
Using Adobe Dimension and Quick Look AR tools, I transformed the physical can into an augmented reality experience, allowing people to interact with the design even after they'd finished the beer. Whether they had the real can in hand or not, the experience remained accessible, expanding the label's life beyond the physical world.