Fosters Rocks is new lager infused with rum flavours. The brand has its routes in 19th century Australian Rum Running (the smuggling of rum by boat). The creative task was launch Fosters Rocks in a retail environment.


4 concepts were presented, each creating a story to hold the brand together in a retail setting. The chosen route depicted the aftermath of a storm at sea, which leads nicely to having the new product "wash up" in store. No brand assets existed, I crafted every part of the visual style from scratch. I used 3D software to build the smashed crates and cans and then meticulously crafted the stormy sea and coastline from a selection of unrelated imagery.


Other Design Concepts