Portfolio project

Common Ground Brewing

Common Ground Brewing are based in Brisbane, Australia.

Label Copy

Demographic Design had all the beer can designs completed for the full range of beers and ales but needed copy.

The brief was to write a humourous description and mention the key ingredients and flavours.

I loved the characters designed for each can and thought I could write a short story for each one, mentioning how sharing a Common Ground beer with their antagonist made them forget their differences and brought them together.

In total, I completed 10 labels.


This was written in conjunction with the label copy and approved early on so the concept could be used across the full range of can labels.


    Ben Ellis

    Ellis Copywriting


    West Sussex
    BN14 8PF

    0781 613 5166
    0781 613 5166

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