The Approach

My approach was a bit unconventional, but I believed it could make a strong impact. I designed the label as a playful, illustrated city—inviting the drinker to explore the scene and search for a hidden character while they sipped. Inspired by a “Where’s Waldo” style, the goal was to create a visual experience that unfolded over time. Before moving forward, I validated the concept with a social media survey to confirm that most people drink IPAs slowly—giving them time to enjoy the interactive design.

Steps Taken

  • I began by running a short social media survey to gather qualitative insights on how and why people drink beer—helping to inform the experience I wanted to create.


  • Next, I entered the exploration phase, sketching early concepts and developing characters for a fictional “Stonecloud City.” I carefully placed a hidden character—my version of “Waldo”—to create an interactive element.


  • Before finalizing, I printed the label on basic sticker paper to simulate the material used by the brewery. My goal was to keep production cost-efficient while still delivering a thoughtful, engaging design.

Key Insights

  • Gained hands-on experience designing a label for a local brewery.

  • Conducted my first user survey to gather qualitative insights that directly informed the design.

Results and Impact

After all the research and design work, my label was selected as the winning design and featured on the final beer. It was a proud moment early in my career—proof that trusting my instincts and pushing through uncertainty could lead to real results. The best part? The beer, Where’s Vic, was later served as the groom’s drink at my wedding—a full-circle moment I’ll never forget.