Project Overview
Beer Coaster Illustrations for Lowell.
Client:
Lowell
Project Type:
Brand Illustration
Credits:


Studio: Heroine
Design & Illustration: Sam Peel
Creative Direction: Iona Townley
Year:
2026
Illustrating beer coasters that get people talking about money, and help break the stigma around financial struggles.
Working with Iona Townley at Heroine, I was commissioned to illustrate a set of beer coasters designed to spark honest conversations about salaries, debt and the everyday realities of managing money. Each coaster weaves a chosen question into an illustration inspired by lifestyle and money, creating an approachable way to tackle a sometimes uncomfortable subject. The idea was simple, some of our most meaningful conversations happen over a drink. Whether it’s a pint with friends, a coffee catch up or a quiet dinner for two, these moments offer a chance to open up and share what’s really on our minds.
To create this broad range of illustrations, a lot of sketch concepts were created...
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