Brewdog – Pitch Perfect

This project centered on a proposal for BrewDog to celebrate the 2023 Women’s World Cup through a unique, interactive experience. The concept introduced a new “musical” beer appropriately named “Pitch Perfect,” designed to engage fans both during and after the match.

The core of the idea featured an integrated musical scale printed directly onto the bottle’s label. By striking the glass at different fill levels, the drinker could actually play a tune, turning the bottle itself into a celebratory instrument. It was a playful way to blend the social atmosphere of a football tournament with a bit of hands-on creativity.

I was asked to develop the visual identity and label artwork for the bottle, ensuring the musical scale was both functional and aligned with BrewDog’s bold aesthetic. I also helped create a video to demonstrate the concept in action, showing exactly how the bottle could be “played” while enjoying the drink.