This project originated from my personal love for the Philadelphia Phillies. I chose to expand upon an existing partnership between the Phillies and D.G. Yuengling & Son inc. to highlight my ability to follow brand guidelines. I did this by paying attention to brand colors, fonts, logo placement, tone, and various visual elements. Another component highlighted in this campaign is my digital illustrations. I used this campaign to show my abilities as an illustrator, and display how to utilize them in a marketing campaign.
This campaign features a limited color palette to highlight the illustrative designs. A clean, simplistic can design is a purpose-driven design choice to make the player illustrations pop off the product. These cans are a distinct and noticeable addition to Yuengling's products.
MAROON
CMYK 31/93/73/31
RGB 134/39/51
HEX #862733
BRIGHT RED
CMYK 16/100/85/5
RGB 197/35/52
HEX #c52034
DEEP BLUE
CMYK 89/80/1/0
RGB 57/77/160
HEX #3a4da0
NEUTRAL GRAY
CMYK 15/13/12/0
RGB 214/212/213
HEX #d6d4d5
BRIGHT TAN
CMYK 3/3/18/0
RGB 245/240/212
HEX #f5f0d4
DARK TAN
CMYK 37/44/68/10
RGB 156/130/94
HEX #9c825e
This campaign expands from the package design to assets such as, in-stadium signage, billboards, delivery trucks, and social media. Implementing the illustrations with bold, textured, sans-serif typography creates the timeless composition used in many Yuengling advertisements.
For educational purposes only.
