Goodles approached us with an exciting concept for a limited-edition IPA-inspired mac n’ cheese aimed at craft beer enthusiasts. Dubbed “If You’re Hoppy And You Know It,” this unique product promises the hoppy, citrusy flavors reminiscent of a classic IPA, but without any alcohol.

Our challenge was to create a distinctive design that set this product apart from Goodles' main lineup, while maintaining a clear connection to the brand, striking a balance between consistency and disruption.

Photography: Goodles