Alec Doherty grips our attention by kicking off his talk with “Branding is bullshit”. Working in tandem with Chris Heany’s talk. Alec explains the creative process and influences behind Partizan’s striking packaging. Partizan believes beer should be consumed fresh and therefore the beer packaging should be fresh. With new and different artwork on each bottle, Partizan want to keep things interesting and thus keep grab the consumer’s attention.