This is 'Shifty', an FMCG drinks can I developed inspired by the street style aesthetic I noticed in skiing and mountain culture whilst living abroad in Canada. For this project, I was required to create a brand with a clear identity, aesthetic and product style to match. The brand and designs also needed to communicate a mood or narrative, and apply key design principles and colour theory to create a compelling and cohesive outcome.

'Shifty' is the name of a basic ski trick that is easy to learn but looks effortlessly cool when done right, despite its simplicity. This is the idea I tapped into while designing the cans. I wanted them to be sleek and simplistic, but at the same time be very distinguishable and 'cool'. They needed a certain swagger that would fit right into the fashion and designs of the mountain sports world that thrives in the Canadian Rockies. Without sounding too crass and unprofessional, I wanted to design something that the people I met in the ski world would look at and simply think, "that's sick".

I spent my days in Canada in awe of how cool and fun the ski design world was and hope to design for a ski brand one day, maybe even have my own. Alas, 'shifty' my mock FMCG is inspired by the slopes and designed for the slopes.