During my market research I found that the female audience has been steadily increasing within the beer market and now 20-35 year old women account for 15% of total worldwide sales. I planned my product designs to target this new audience by using soft pastel colors in bright tones and cute, playful characters to stand out in a heavily masculine, dark toned market. Within the designs, the characters interact in small snapshots of their lives that help to develop their personalities. In future product lines, these characters and their interactions can be expanded on to slowly build a captivated audience who recognize the characters and are invested in their stories.

The font I used is New Kansas. I chose this font because I wanted a serif font to add more authority to the designs and balance the youthfulness of the characters. Moreover, I chose it for its heavy boldness so it could stand out around the detailed illustrations.