Alejandra Leon - True Blue Lager

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. Proceeds from the lager directly benefit youth development initiatives, helping make soccer more accessible to young athletes.

The project required creating a brand identity that felt authentic to craft culture while aligning with the club’s mission of empowering young Canadians to pursue their dreams.

My Role

I led the creative direction and visual identity development for the product, translating the spirit of community, sport, and aspiration into a cohesive brand system for packaging and promotional use.

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

Outcome

The final identity created a distinctive and meaningful product presence that connected craft culture with community purpose. The design strengthened the foundation’s fundraising efforts while extending the Blue Devils brand into a new, lifestyle-oriented space.

🖼 Visual Sections to Show

1️⃣ Brand Identity System

Logo / emblem
Typography
Color palette
Graphic elements

2️⃣ Packaging Design

Can label design
Close-ups of details
Flat label artwork

3️⃣ Brand in Context

Mockups or photos of the can in lifestyle settings
Any promotional graphics or launch materials