The Project
I worked with my team to create the brand identity for Loose Goose Brewing, a hypothetical start-up in the non-alcoholic beer space. Our goal was to craft a playful yet sophisticated brand that appeals to older Gen Z and young Millennials who love the taste of beer but prefer to skip the alcohol. We positioned Loose Goose as an inclusive, feel-good option for anyone who enjoys beer—without focusing on why someone might choose non-alcoholic over alcoholic.
My Role
As the graphic designer, I led the visual direction of the brand. I was responsible for developing the logo, color palette, typefaces, and packaging, ensuring that the brand’s identity was cohesive and visually compelling. I designed Lucy, our quirky spokes-goose, to reflect the lighthearted, fun-loving spirit of Loose Goose, using her as a key element to bring the brand's personality to life.
The Team
Courtney Ardnt: Social Media
Brooke Armstrong: Research
Nathan Hedrick: Social Media
Sarah Thomson: Graphic designer
The Brand
Loose Goose is not about why you choose non-alcoholic beer —it’s about enjoying the taste of beer without the effects of alcohol. The brand is playful, fun, and inclusive, welcoming everyone to enjoy a cold one, no matter the reason.
I selected Monarcha and Museo Sans as the typefaces to communicate the brand’s approachable yet sophisticated nature, complementing our lighthearted aesthetic with professional design elements.
Moodboard
Brand Colours and Typography
Label Design for Wingman's Lager
Label Design for Sour Goose
Label Design for Goose Bumps Pale Ale
Packaging & Presentation
To bring the brand’s playful spirit to life, I designed dynamic packaging that reflects the ferocity and fluidity of Loose Goose.
The bold colour palette—yellow, red, and teal—adds a bright, memorable pop to the branding and helps catch people's attention in a competitive market.
I even created custom Loose Goose labels for iced tea bottles for our final presentation —an extra touch that made the project memorable and earned us great feedback from our professor and classmates.
The Outcome
The Loose Goose project was a huge success, receiving top marks for its cohesive and inclusive branding.
My contributions in visual design, typography, and packaging helped establish a strong, memorable brand identity that resonates with our target audience. This project reinforced my ability to create a brand from scratch, focusing on design that speaks to people in a way that feels fresh and welcoming.
Reflection
Loose Goose gave me hands-on experience in developing a brand identity. Creating the brand's logo, packaging, and vibrant personality was a lot of fun. Through this project, I learned how much I love branding, packaging design, and working with a passionate team that is actually compatible.
Social Media Campaign
Instagram
Our posts embrace a cohesive color palette with playful, humorous elements to reflect Loose Goose’s lighthearted personality. We highlight customer experiences and infuse quirky humor to keep our audience engaged.
Twitter
On Twitter, our approach is to entertain and engage by mixing promotional content with humorous, attention-grabbing posts.
Instagram by Courtney Ardnt | Twitter Copy by Nathan Hedrick
Instagram Profile
Name a better trio...
10/10 geese approved
introduction to Sour Goose
Promotional content of wingman's lager
It's five o'clock anytime when it comes to Loose Goose
Lucy's Getting Rowdy
Introducing Loose Goose in a bottle with a not-so-loose bottle cap
Other mockups for promotional content
