Gathering

the Resources

As with every project, whether commercial or personal, I start with brainstorming and gathering my resources. This includes lots of research for relevant materials. For this Just For Fun project, I took the opportunity to learn more about my hometown by simply asking questions. What was the first Black-owned Brewery? How many Breweries are there? What are the most common symbols or icons related to beer? What are the main ingredients for making beer?

In this collection of knowledge, I was equipped with what I needed to start beyond what would be my most generic ideas. Better designs tend to come from better inspiration.

Color & material

The four main colors used in this project are all inspired from the industrial face of downtown Milwaukee. I wanted to incorporate them in a way that felt nostalgic to people who were either born there, or perhaps lived there long enough to call it home.

As a Milwaukee native, I remember enduring cool temperatures throughout most of the year, which also influences my choice of hues for the brand.

Industrial Gray

#414042

Old MKE Brown

#A97C50

New Era Gold

#FBAC35

Cream City Beige

#F3E3D0

Historical Context

It Matters In Design That Touches Memories.

The Good Land

The city’s historical texts state that the name “Milwaukee” comes from an Algonquian word Millioke, meaning “Good”, “Beautiful” and “Pleasant Land”

If You Know, You Know

“Miltown” was a frequently used nickname for my city growing up on the North side.

The Calling

The Calling is a public artwork by American artist Mark di Suvero located in O’Donnell Park, which is on the lakefront in Milwaukee, WI.

Milwaukee River

There are 16 Bridges hanging over the Milwaukee River, all serving as engineering marvels in America’s Dairyland, formally known as Wisconsin. State Street Bridge, as depicted here, is the one I remember the most from 23 years of living there.

Sketch

Using a Wacam Tablet helped me draft this idea into a full blown concept.

Try New Things

I was taught to almost never go with my first draft idea. This is why iterative design is important.

Use Your Mind

It’s best to sketch first and get your most generic ideas out of the way, so they don’t become obstacles for better design.

Success

After a few rounds of drafting, I had a solid concept to work with moving forward.

3D Renders

Alternate Can Design Mockups

Add Content Here

Adobe Dimension allowed me to create these 3D mockups of the can design to see what they would look like by using various material shaders.

In testing out different hues on the features of the can such as the top and bottom, I achieved a practical design that still exuded a powerful elegance.