Heaps Normal — A Visual Study

Heaps Normal is an Australian independent non-alcoholic beer company with a bold mission: to redefine drinking culture by celebrating moderation and intentional living. Their motto, “Too Good to Be Wasted,” speaks to a generation looking to enjoy life with clarity, creativity, and control. With brews like Half Day Hazy and Cheeky IPA, they blend rebellious energy with design-savvy packaging and community-driven storytelling.

This visual series is a creative exploration of the Heaps Normal universe, developed through a hybrid process of photography, graphic composition, and cultural referencing. My goal was to reflect the brand’s spirit — playful yet conscious, nostalgic yet forward-looking. Each image blends analog aesthetics with bold contemporary illustration and color blocking. I leaned into visual textures that evoke risograph prints, skate zines, and retro beer advertisements.

From the energetic skateboarding imagery to the cheeky, character-driven can design, I sought to echo the brand’s unapologetic tone and grassroots vibe. The t-shirts, street posters, and bar environments were crafted as part of an imagined world where Heaps Normal is more than a drink — it’s a lifestyle that celebrates creativity, irreverence, and belonging.

Through this work, I wanted to channel the visual culture of Australian pubs, DIY zines, and youth subcultures, while also highlighting Heaps Normal's unique positioning in the non-alcoholic market: bold, fun, and refreshingly honest.