Leading visual identity, packaging, and promotional direction for a purpose-led community collaboration.
Overview
True Blue Lager was developed as a purpose-driven product in partnership with an award-winning Ontario craft brewery to support the Blue Devils FC Foundation. Beyond being a branded product, the initiative served as a strategic fundraising and brand-extension opportunity — designed to connect the foundation with a broader community audience while reinforcing its mission of supporting youth development through sport.
Business Context
The foundation sought new ways to increase visibility, engage adult supporters, and create a tangible product that could translate community support into sustainable fundraising. The challenge was to develop a brand identity that felt authentic within craft beer culture while maintaining a strong connection to the foundation’s purpose.
My Role
I led brand strategy and creative direction for the product launch, translating the foundation’s mission into a retail-ready identity that could compete within Ontario’s craft beer market while extending the Blue Devils brand into a lifestyle context.
Creative Strategy
The identity was designed to balance craft authenticity with club pride and purpose. The visual language drew from heritage brewing aesthetics while incorporating a bold, confident tone that reflected the energy of youth sport and the Blue Devils’ mission.
Rather than presenting the lager as just merchandise, the design positioned it as a symbol of community support, connection, and shared belief in youth potential — aligning product experience with charitable impact.
Scope of Direction
• Brand identity concept and visual system
• Logo and emblem design
• Packaging and label design
• Typography and graphic language
• Art direction for product presentation and promotional visuals
• Logo and emblem design
• Packaging and label design
• Typography and graphic language
• Art direction for product presentation and promotional visuals
Outcome
The final product established a meaningful lifestyle extension of the foundation’s brand, strengthening community visibility and supporting fundraising efforts through a purpose-driven retail experience.
Brand Identity
Packaging Design
Brand in Context
