A fun and playful Design Challenge given by Droga 5!

The brief was to rebrand a humble, smart price ASDA Lager into an Edgy and Must-have drink to have on a sunny Saturday in the park for 18-30 year olds, making it stand out distinctively from other craft beer competitors, using a clever concept- creative and visually arresting at it’s core.

LUCIDITY (Clarity of Expression), is created on the concept to unleash people’s inner flamboyant and quirky self, encouraging the youth to select their expression from the diverse range of quirkily-artworked cans and bottles with LUCIDMAN the mascot engaging and setting it’s tone throughout, making it a fun, edgy and bantery drink to jam with friends in a park.