Lonely Planet book, brand identity design, logo design, art direction, packaging
Bring the global beer community into focus
The Global Beer Tour explores the vibrant world of craft beer with Lonely Planet’s ale experts. It features selected tap rooms, bars and breweries in 30 countries around the world, with advice on which beers to sample where, and local places of interest to create a complete itinerary.
The Global Beer Tour was a multimedia project. I was tasked with designing the book, and not only did I create the cover and internals, but I also designed and developed a logo and brand style guide, enabling the book to be promoted across different marketing channels.
In addition, I designed the packaging for an exclusive Lonely Planet beer which was made in conjunction with the book and produced at Field Work Brewery. I was also responsible for creating a campaign to promote the title, which required digital display and press advertising, infographics and various promotional materials.
Client: Lonely Planet