Proud

As the designer for Proud, I helped shape the brand across packaging, campaigns, retail communication and large-scale experiential activations.

I contributed to the packaging development and translated the new identity into a flexible visual system for consumer-facing and trade communication. My work covered packaging for consumer testing, core beer variants, limited editions, campaign key visuals, posters, merchandise and animated content for LED screens.

I also created a wide range of POSM for both retail stores and pubs, adapting the Proud identity across retail displays, promotional stands, branded fixtures, menu materials and other on-trade and off-trade touchpoints.

A major part of the collaboration was bringing Proud’s reverse-world concept into physical experiences. I worked on the reverse hot-air balloon campaign and designed a large upside-down house installation, turning the brand idea into bold and memorable public activations.

For three consecutive years, I worked on Proud’s presence at Beats for Love, where the brand was a general partner. I designed the main Proud zone and created stage graphics, LED animations, event branding, promotional materials and supporting assets across the festival experience.

The result was a broad and adaptable brand ecosystem that supported Proud from launch through nationwide campaigns, retail and pub visibility, limited editions, consumer testing, festivals and large-scale experiential marketing.