akwa X Spearhead Brewing
When Spearhead Brewing Company wanted to use their surplus hops in a sustainable way and for something new, they landed on a non-alcoholic, hop-infused sparkling water.
I was asked to design everything, with no brief, no background, just the ask. With no formal research budget, I relied on stakeholder interviews, quick conversations with fans, and a look at the brewery’s social presence. The goal was to find a tone and visual identity that felt fresh, and just a little unexpected, much like the product itself.
Starting with sketches, I explored visual directions rooted in adjectives pulled from early feedback: elegant, rejuvenating, tropical. These themes informed my approach to typography, layout, and palette. The copy I was given leaned heavily into beer-speak, so I rewrote it to better reflect the product’s unique position in the sparkling water space. That tone went on to shape the entire campaign.
Spearhead launched Akwa in late 2021. By the end of 2022, they’d sold over 115,000 cans across Canada, launched in Australia. They also expanded the lineup with three new flavours. The brand continues to grow, which is proof that sometimes, simple ideas need bold design and a bit of instinct to stand out.