Project
Role
Designer
Sector
Alcoholic beverage
Category
Packaging
Coopers
Coopers was launching a Dry Lager range in Australia, positioned as an easy-drinking, low-carb option. The packaging needed to fit seamlessly within the heritage Coopers lager family while standing out on shelf and appealing to health-conscious, contemporary beer drinkers.
Pure refreshment
The Approach
The design balances heritage continuity with modern refreshment cues, ensuring the Dry Lager feels both distinctly Coopers and clearly differentiated within the range, through:
Developing a visual system that reinforces Coopers’ heritage while introducing a lighter, more contemporary expression for the Dry Lager variant
Using a cool, icy-toned palette to communicate refreshment, crispness, and low-carb positioning within a crowded beer category
Enhancing the signature crosshatch pattern to strengthen shelf presence while maintaining strong recognition across the Coopers family system
Designing a cohesive packaging architecture that allows the Dry Lager to stand out as a distinct product while remaining clearly part of the broader Coopers range
My Role
I contributed across the full design process, from early concept development through to final production rollout. I led design execution across bottles, cans, and secondary packaging, ensuring visual consistency and shelf impact across all formats. I also collaborated closely with internal teams and production partners to maintain design integrity from concept through to printed output.
Details
Project
Impact
Strengthened differentiation of the Dry Lager variant within the Coopers range while maintaining strong family recognition
Improved shelf visibility through enhanced use of colour, pattern, and contrast within a competitive FMCG environment
Enabled consistent rollout across multiple packaging formats, ensuring cohesion across bottles, cans, and cases
Supported clearer consumer understanding of the Dry Lager’s low-carb, easy-drinking positioning through visual cues
Maintained brand equity while successfully extending Coopers into a more contemporary product segment
Studio
Percept Brand Design
Creative Team
Creative Direction — Hayley Pankhania
Client Services — Gabrielle Gleeson
Design — Michelle Jin, Paula McLarnon