Flying Fox Craft Beer Packaging

Flying Fox is a craft beer brand shaped by experimentation, individuality, and a playful disregard for convention. With a growing portfolio of beer styles, the brand required a packaging system that could accommodate variety without losing clarity, recognisability, or shelf impact.

The core challenge was to balance expression with consistency. Each beer needed to communicate its own flavour, mood, and personality, while still reading as part of a single, coherent brand family. Rather than approaching the project as a series of standalone labels, the focus was on building a scalable visual system designed to grow with the brand.

At the heart of the solution is a recurring fox character that functions as both a visual anchor and a storytelling device. Each beer features a unique fox illustration inspired by its flavour profile and attitude, while maintaining a consistent silhouette, illustration style, and placement across the range. This allows individuality to exist within a clearly defined structure.

The packaging system is built around a fixed hierarchy of elements including logo placement, typography, illustration positioning, and label composition. Within this framework, flexibility is introduced through colour palettes, illustrated scenes, and character expressions, ensuring strong shelf presence without visual fragmentation.

The design combines hand drawn style illustrations with bold, legible typography to maintain clarity at shelf distance. A curated colour system differentiates flavours while preserving harmony across bottles and cans. All illustrations were digitally refined to ensure consistency, scalability, and adaptability across formats and future extensions.

The result is a confident, shelf forward packaging system that balances playfulness with discipline. Each beer stands distinctly on its own, while together the range forms a recognisable visual family, providing Flying Fox with a flexible foundation for expansion across products, formats, and markets.