Role: Graphic Designer & Copywriter 
Software: InDesign & Illustrator
Design goals: My concept explores a hypothetical new pale ale from Left Field Brewery. Combining the brand's strong baseball identity with a fresh, citrus forward twist. Curve Ball Citrus plays on the idea of unpredictably, both in flavour and in name, while staying true to the brewery's sports inspired aesthetic.
To visually represent the idea of a "curve ball" I designed a splash of water wrapping around a vibrant orange slice on the front of the can. This creates a sense of motion, while also highlighting the beer's citrus profile in a clear and engaging way. The composition was carefully balanced to have the focal point remain strong.
One of the key challenges in this project was balancing visual impact with readability on a curved surface. I approached this by refining the hierarchy and spacing to make sure the design was clear from multiple view points.