Steinlager X America's Cup (Proof of concept)
This proof of concept was inspired by the 36th Quadrennial America's Cup event.
Service
Packaging & Print
For this proof of concept, I introduced a vibrant nautical theme to reimagine the visual identity typically associated with the America’s Cup and its sponsor, Steinlager. Traditionally, both brands lean toward muted, sophisticated tones—deep navy blues, grays, and metallics—that reflect the prestige of the event. This concept challenges that norm by infusing a dynamic color palette inspired by the energy of the ocean and the adrenaline of competitive sailing.
By integrating bold, contemporary colors, the design not only freshens the brand’s presence within the event but also broadens its appeal to a younger audience. This approach aligns with the evolving landscape of sports sponsorships, where engagement and visual impact play a crucial role in attracting new fans and future generations of sailing enthusiasts.
The interplay of red, yellow, and blue evokes maritime signal flags and the liveliness of the ocean. These colours align with Steinlager’s heritage and bring a contemporary and youthful edge to the brand’s presence at the event. The design extends across multiple touchpoints, from limited-edition cans to event tickets and merchandise, creating a cohesive and highly recognizable identity.
