To build a brand identity that conveys freedom and an easygoing attitude, differentiates from competitors, and resonates with both the core audience of men aged 18–25 and a secondary audience of men aged 28–35.
Objective
A new beer brand founded by two brothers, created to inspire people to take life easy and have fun.
About
Harry & Larry
Naming, Label, 2023
Easy to remember naming
The name and overall brand identity draw inspiration from the TV series Beavis and Butt-Head, two rebellious brothers known for their mischief. This reference aligns closely with the irreverent, easygoing spirit the two founders aim to establish.
The brand name itself is derived from the brothers’ own names, which are distinctive within the beverage category, trademarkable, and, most importantly, easy to pronounce and remember.
The brand name itself is derived from the brothers’ own names, which are distinctive within the beverage category, trademarkable, and, most importantly, easy to pronounce and remember.
Visual style
The brand’s visual identity is built around illustrations, which serve as its core expressive element. Each flavor is represented by a unique illustration that directly reflects its individual name and character.
The illustrations are intentionally rendered in a sketchy, comic-inspired style to convey a personal, rebellious, and free-spirited attitude.
The illustrations are intentionally rendered in a sketchy, comic-inspired style to convey a personal, rebellious, and free-spirited attitude.
Interactive can label
The brand will be available in both bottles and cans, with the cans designed as a more interactive and collectible format. Each can features a single face, with the counterpart appearing on the next can, creating a connected, visually engaging system.
This approach increases shelf impact while also transforming the cans into collectible objects suitable for home display and highly shareable on social media. The goal extends beyond point-of-sale visibility to leveraging every possible marketing touchpoint.
This approach increases shelf impact while also transforming the cans into collectible objects suitable for home display and highly shareable on social media. The goal extends beyond point-of-sale visibility to leveraging every possible marketing touchpoint.
