The Campaign
Free Beer Friday takes a familiar EITM promotion and gives it a playful, vintage-inspired visual identity.
Drawing from retro beer advertising, the design combines bold lettering, illustrated elements, and textured imagery to create a campaign that feels nostalgic, energetic, and a little over the top.
A Vintage-Inspired Direction
The first year started as a fully illustrated vector piece. Warm oranges, teals, and gold, bold condensed lettering, and details like curling waves, wheat, a beach ball, and a foaming beer head gave the promotion a playful, nostalgic identity.
The result is a design that feels fun and a little over the top while fitting the humor and personality of Elliot in the Morning.
Three Years, One Illustration
Illustration & Digital Compositing
Each year since, I've brought pieces of that original illustration back into a new design. In year two, the waves, clouds, and lightning shapes were composited with photography of the can, condensation, and spray textures for a grittier look.
This year, the illustration became a textured backdrop for a photoreal pour, with the lettering set right into the glass.
Reusing the same illustrated elements keeps Free Beer Friday recognizable from one summer to the next, while each edition still gets its own creative direction.