This collaborative project was developed during a short-term brief at Nottingham Trent University, centred around the creation and promotion of a new beer line produced in partnership between Wigflex Events and Castle Rock Brewery. The final outcome was presented as part of the brewery’s exhibition programme.

The project resulted in the creation of Shuffle IPA, a beer concept inspired by the energy and inclusivity of contemporary rave culture. Following an intensive beer tasting and research process, lighter flavour profiles were identified as the most suited to the intended audience and brand direction, helping shape both the product and its surrounding visual identity.

The campaign explored themes of representation within electronic music spaces, particularly addressing the underrepresentation of women and non-binary individuals within rave culture, while also challenging the traditionally male-oriented perception of beer branding.

All visuals created by me.