Evening News
Evening News is a beer brand designed to bring a lighthearted twist to the everyday. Brewed in my hometown of Charleston, South Carolina, the brand draws inspiration from the city’s beachy atmosphere and easygoing lifestyle. With the tagline “Finally, some good news,” the identity was developed to capture the feeling of relaxation and relief that comes with cracking open a cold beer. The project included brand identity, packaging design, and merchandise, all designed to reflect a playful, vintage-inspired personality that stands apart in the crowded craft beer scene.
Creative Direction: A Balancing Act
The challenge was to create a beer brand that stood out on the shelf while still feeling approachable and familiar. Evening News needed to strike a balance between being bold and playful without relying too heavily on references to current events. The creative direction focused on blending a retro-inspired aesthetic with a vivid color palette, resulting in an identity that feels timeless while still bursting with personality. The intention was to embody the charm of Charleston’s coastal lifestyle while delivering on the promise of joy found in the brand’s tagline.
To bring the brand to life, I leaned into a vibrant color palette that commands attention across packaging, merchandise, and digital applications. The saturated hues evoke a coastal, sun-soaked mood that feels both fun and inviting. Typography combines retro-inspired lettering with clean, modern accents to reinforce the balance of vintage charm and contemporary clarity. The logo and packaging design embrace playful details and tongue-in-cheek elements that echo the humor of the tagline, creating a personality-driven identity. Across packaging and merchandise, the Evening News brand tells a cohesive story: a beer that doesn’t take itself too seriously, offering a refreshing moment of levity in a world that often feels heavy.
Personality, Personality, Personality.
A Note From the Designer
Evening News shows how bold color, playful details, and a strong concept can transform a simple idea into a distinctive and memorable brand. For me, this project was about capturing joy and lightness in design, reminding us that good news can always be found in the small moments we share.
