The project brief was to create a craft beer label design for Billy's Brew, a Noosa-based brewery with a unified mission to bring people together. The design solution is based on a thorough investigation of research into the local area and culture of Noosa, the Australian craft beer market, the target audience, and competitor products. Research indicated that hand-illustrated designs would assist the client to stand out as a new, emerging brewery. Visual links to tattoo culture have been incorporated to resonate with the target audience and locals. A unique diecut shape allows the label to stand out on shelves with a strategic hierarchy that highlights brand identity and flavour profiles. The result is an engaging custom packaging experience that will stand out against competitor products.