AD CAMPAIGN & PACKAGING ILLUSTRATION | Lagunitas | Lagu-land

• Character Illustration
• Packaging Design
• Branding
• Art Direction
• Conceptual
• Storytelling

Lagunitas is the punk rock of beer. While there’s already a strong following of Lagunitas loyalists, our pitch aimed to cast the net further, reaching those who may typically opt for something more mainstream. For those that are craft beer curious we created Lagu-land. We dreamed up engaging interactions including guided brewery tours complete with enhanced beer stories. Through a “collect them all” approach we enticed beer enthusiasts to trial each beer and savor each sip.

TEAM
My Role: Illustrator/Art Director
CCO: Suzanna Bierwirth
GCD: Tom Drennen
CW: Salvador Ibarra

Welcome to Lagu-land

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Welcome to Lagu-land 〰️

Lagu-land Mood Board

To really get INTO the project, we started by designing a mood board to inspire our concept and characters.

Illustrated Design for Lagunitas Beer Print Ad, Character Illustration, Heather Miller Detroit, MI
Illustrated Packaging for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Beer Display In Store for Lagunitas, Character Illustration, Heather Miller Detroit, MI

Every Beer Has A Story

Inspired by Lagunitas beer profiles, we illustrated coordinating beer characters to magnify the individuality of each brew.

Illustrated Character Petey for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Illustrated Character Dark Swan for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Illustrated Character Captain Gary for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Illustrated Character Splotch for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Illustrated Character Maximus for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Illustrated Character Hairy Eyeball for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Illustrated Character Waldos for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Illustrated Character Millie for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Illustrated Character Sakitumi for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Illustrated Character Mad Scientist for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Illustrated Character Federal Agents for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI

All Fun & Games

We used our beer character illustrations for further activations and extensions beer enthusiasts would want to interact with. We created “Bottle Cap Bingo”, “Coaster Stories”, “Lagu-land Card Deck”, and guided in-store “Beer Profile Brewery Tours.”

Beer Packaging Design for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Beer Coasters with Illustrated Characters for Lagunitas, Character Illustration, Heather Miller Detroit, MI
Illustrated Playing Cards for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
Illustrated Table Top Ad for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI

Thanks for visiting Lagu-land ☺

Illustrated Beer Gif for Lagunitas Beer, Character Illustration, Heather Miller Detroit, MI
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