ICON-NYC PACKAGING CONCEPT
Project Overview
Icon NYC is a personal beer packaging project designed by Iván Hernández, graphic designer
inspired by real memories, visual moments, and everyday scenes from New York City.
By combining photography, illustration, and layered composition,
I created a colorful identity system where each can captures
a different moment from the city through a personal and expressive lens.
Challenge
The challenge was to create a beer identity that felt as vibrant, layered, and unique as New York City itself. It needed to be colorful and expressive, while still feeling authentic and visually cohesive. More than simply representing landmarks, the project had to capture the energy, emotion, and artistic spirit of the city.
Solution
I approached the design by combining photography, illustration, and composition into a packaging system built from real memories and visual moments I experienced in New York. I used personal photos as the starting point, then reinterpreted them into framed visual narratives with a more artistic language.
Results
The result was a distinctive beer packaging concept that feels personal, energetic, and visually rich. Each can tells its own story while still belonging to a cohesive system, creating a brand experience that reflects both the diversity of the city and the emotional connection behind the work.
Art with digital tools
I enjoy starting ideas by hand, where illustration feels most instinctive and personal. For this project, I challenged myself to combine that creative process with digital tools.
I see technology as a way to expand ideas, refine execution, and push craft further. Talent still leads—the tools simply reveal the strength behind the artist.
Inspiration
Inspiration came from everyday moments while walking through New York City. Block by block, the city revealed unexpected views, details, and visual frames. Those small observations became the starting point for the creative direction.
The project turns ordinary urban moments into a more intentional visual experience.
