ELLEN POPE

P O R T FO LI O

ELLENELIZP@YAHOO.CO.UK | +44 7539342402

 I have always worked within the alcohol industry since legally
able to do so, and from that developed a love for beer and the
industry. Also from working from within the industry realised
the stigma, that surrounds beer as mainly a mans drink.

This was the initial spark for the project. However,

creating a womens beer is not the answer.
However, challenging the stigma and using the drinks
industry as a platform for change might be.

Topic Brewing Company was born from the realisation

that having a conversation over a beer is international,
so why not make it worthwhile. The craft beer market
is growing, especially well known for label art work
and quirky, below the line advertising. Speaking to a
U NIV ERSITY FIN A L M A JOR niche market that is socially and politically aware.
P ROJ ECT
This is Topic Brewings Customer. The product is targeted
at its customer through its creative, environment
friendly packaging and overall brand values.

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 There are 3 main elements to Topic Brewing Co:

1. RESEALABLE, RECYCLABLE BOTTLE.

Keeping the beer fresher for longer, reducing waste
with attached cap as well as refillable bottle. The
re-usable bottles also create the potential of
refilling your bottles straight from the Brewery.

2. CHARITY SUPPORT.
Each season (Spring/Summer & Autumn/Winter) Topic
Brewing Co. releases 3 new beers. Each beer tackling a new
social/political issue. 10% of each beer will go to a targeted
charity that works with and supports that beers chosen issue.

3. ARTWORK.
On the inside of each bottle label is a printed piece of
art work by a commissioned artist. The artists can apply
to be featured the next seasons packaging through the
brewerys website. By doing this, it creates purpose for the
packaging. As well as creating brand loyalty, by creating
a limited edition/ collectable feel to the packaging.

Each artist that is featured is paid and gets recognition

on their poster. Either featuring their name and
their website/ social media . This works as excellent
advertising for both the artist and Topic Brewing Co.

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 BR AND

S TRATEGY
WHAT DO WE DO -Topic brewing company will mainly brew,
within their first season, a line of infused IPA (Indian Pale Ale.)
With unique label design, that includes commissioned
artwork submitted to and for Topic brewing co
WHO DO WE DO IT FOR - Topic Brewing Company does
what it does for the craft beer / art enthusiasts.
Also to people who support human rights and
the rights of the planet and animals. These are
the first topics of Topic Brewing Co. beers.
HOW ARE WE DIFFERENT TO YOUR COMPETITION? -
Topic Brewing Co. is different to its direct competition
because it understands what a craft beer customer
wants. They want a thought out and thought provoking
product. They want it locally produced, eco-friendly
and for the brand to a have a social conscious.

Topic Brewing Co. aims to challenge the gender stigmas

that surround the beer industry. 75% of the craft
beer industry is male, Topic Brewing Co. uses unisex
branding, to show that they are not gender specific.

Topic Brewing Company has clear set brand values:

COMMUNITY, ARTISTRY, CURIOSITY & BALANCE
This keeps to Topic Brewing Company main brand priority,
charitable partnership. Topic brewing has promised
to donate 10% of each beer to a chosen appropriate
charity. As the company grows, the percentage given
to its charity partnerships aim to grow too.
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 RO N N I E FI EG S WE D D IN G PRE SE N T

PACKAGING
I was asked to organize and design the
packaging for Ronnie Fiegs wedding present.
Ronnie Fieg is a New York-based sneaker and
streetwear designer, behind the retailer Kith.
He was named one of the Most influential
people in sneakers 2012, by Complex,
and is an important person to PUMA.

PUMA designed customized sneakers for Ronnie

and his wife, as a wedding gift. I organized the
packaging and its design. I worked off Ronnies
customized shoe CADS, to create packaging
that kept in line with the product. I really had
complete creative freedom with this project,
choosing what printer and display style.

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 AE THE R MA GA Z IN E S

L AUNCH Aether magazine is a non-profit magazine,

that approached me to create their launch
event, in London, on a minimal budget.

I started with organizing the event in collaboration with

Launch 22, Shoreditch. Its a London based incubator
company, which provides a communal office space with
other startup companies. It also allows you to hold events
after open hours with no extra cost. As I was running
this event alongside my university studies, and could not
always be in London. This space worked as a constant
communication base which was key to the events success.

I outsourced Lucy Pope, Graphic Designer, to create the

events visuals. As I only had just over a month to create the
event, I contacted a trusted designer who I have worked
with on multiple different projects. I love working in a team,
and collaborating with other peoples strengths on projects.

By creating marketing guidelines, re-evaluating

their production spending and re-enforcing
structure to their branding. Aether, now due to
these adjustments, is producing a small profit.