Tianjing Zhao

Beer "FITS" Packaging Design

This is a packaging design for a beer brand I created which is named "FITS". I feel people drink alcohol, especially beer in many situations and emotions. When people have a party they drink beer, when after work, having a rest; when couples dating; when social, when broke up and also at night when people feel upset and lonely. Beer appears in such many scenes. Beer kind of becomes a medium to connect these emotions. After that I decided to make a package design for can beer.

“I came up with a name for my beer brand which is "Fits". it’s slogan is “fits your every moment, fits your every motion”. Firstly I have simplified the different forms of cans, the spouting of beer, the bubbles and even the pull rings into shapes. And then I put them together according to different emotions in scenes and also think about the balance, rhythm and so on. After that I played with the colors. Using colors to enhance the feeling.”