The high contrast colour palette grabs the attention of The Underqualified Brewer's nongender specific target group—people ages 25 – 34. Along with the vibrant colours, the cardboard texture of the carrying case generates a vintage hip tone-of-voice.

The Underqualified Brewer branding were inspired by the idea that everyone is working different jobs, yet feel underqualified at one point or another. Amy Esplen drew inspiration from the slogan "fake it till you make it" to create the cohesive understanding for all of the beers in the mixed pack. Each of the illustrations is a mythical creature from history dressed in a job-specific outfit. The illustrations are meant to show different examples of being underqualified.