Birrukis

Brand Identity & Art Direction

Client
Birrukis, a social media beer review group
Role
Visual identity, character design, animation
Tools
Illustrator, After Effects, Procreate
Birrukis logo. The six Birrukis characters lined up, each holding a beer.

A video to capture the viewer’s attention and introduce the new characters. Created using Adobe After Effects.

Concept

Turn five beer categories into characters, creating a playful and relatable brand system. Inviting the audience to connect, identify, and feel part of the experience.

Created a new character to represent a member who joined the group later.

Lager character. Ale character. IPA character. Stout character. Sour character. The new member’s character.

All assets were made in Adobe Illustrator.

Process

Research

Researched beer styles, production processes, and cultural history to understand how ingredients, brewing methods, and tradition shape consumer perception.

Afterwards, I brainstormed ways to connect what the brand aims to represent with my findings.

Hand-drawn brainstorm map around the word Birrukis. Poured Personas: what if five overarching beer categories were turned into five unique characters?

Character sketches

Lager sketch: the frat bro, easygoing. Ale sketch: slightly more complex, kinda soft. IPA sketch: bitter, bold, divisive. Stout sketch: mysterious, elegant. Sour sketch: zesty, strange, funky.

Logo

Sketched a main logo to unify the brand system, symbolizing how in Guatemala, when there are no ping pong balls to play beer pong, people fold beer bottle caps and use them instead.

Logo sketches based on bottle caps. Color explorations of the B logo mark.