- U K B E V E R A G E -
C R A F T Y W A T E R C O.
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Crafty Water Co., an alternative beverage to be sold in bars and pubs across England, approached me from overseas with an open mind and one piece of creative direction: “We want a cheeky badass fox.”
L O G O D E S I G N // I L L U S T R A T I O N // P A C K A G E D E S I G N
![](https://cdn.myportfolio.com/90225b98-18ff-41fa-b144-a4a0d7e849e1/9cbbd366-9951-4cc3-855e-223afec4b172_rw_1920.jpg?h=ee0d18cb21e2a83e6846a6daa367f079)
- T H E S K E T C H -
T H E C R A F T Y F O X
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The creative freedom allowed me to create an illustration in my native style that portrayed the charm and character that a fox has. One rough sketch was all it took; detailed vector line style and a half-tone texture with warm oranges and a weathered, slate grey.
![](https://cdn.myportfolio.com/90225b98-18ff-41fa-b144-a4a0d7e849e1/7121b0ed-1c96-4181-b35a-66170d12690f_rw_3840.jpg?h=db191721e399b95225b59e6a5c755f1f)
- U K B E V E R A G E -
C R A F T Y W A T E R C O.
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I wanted the fox to have a unique, flowing style that held visually-pleasing symmetry and balance. The wink and slight smirk are prominent enough to evoke the image of a cheeky fox. The elements I wanted to separate for future branding items were the thorny leaves and stem, barbed wire, and color gradients.
![](https://cdn.myportfolio.com/90225b98-18ff-41fa-b144-a4a0d7e849e1/ecc32aa1-983b-4449-ac95-d9afefa7a1e3_rw_1920.jpg?h=6982e232b5103cd421e63718b9f4931b)
A D O B E D R A W -
L I N E W O R K P R O C E S S
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The challenge for this brand and this project was for pub crowds and people on a night out to choose a non-alcoholic drink - either as an alternative or perhaps if they were driving. With that in mind, I wanted the design to be eye-catching enough to raise curiosity, but also edgy enough for it to be assumed as just another drink in a punter’s hand.
- C R A F T Y W A T E R C O . -
B O T T L E D E S I G N
![](https://cdn.myportfolio.com/90225b98-18ff-41fa-b144-a4a0d7e849e1/3220fbc6-a49a-49ec-97a3-204a71629060_rw_1920.jpg?h=b48ebe7465d940fc756cb31be8718061)
- C R A F T Y W A T E R C O . -
B R A N D A P P A R E L
![](https://cdn.myportfolio.com/90225b98-18ff-41fa-b144-a4a0d7e849e1/a5669b61-c05c-4e65-96eb-c625dec51d69_rw_1920.jpg?h=71abce976a7c09ed0b0709c845b80c99)
![](https://cdn.myportfolio.com/90225b98-18ff-41fa-b144-a4a0d7e849e1/56382657-69f6-474b-a195-82ed6b90021c_rw_3840.png?h=65cf11ab562ebaf0b12f15cc2f7bdf3c)