Series, System
Agency - General Design Co.
Client - Right Proper Brewing Co.
The craft beer movement is experiencing a renaissance, and with that comes the challenge of standing out in a crowded field of packaging. Ranging from cluttered, noisy labels to high-concept cans with arty appeal but no brand recognition, our goal was to create distinction for Right Proper Brewing Co. Its previous packaging relied on obscure references and highlighted the name of the beers rather than the brand name. Our strategy was to maximize the visibility of the brand name, minimize the number of colors per can to contrast against the colorful competition, and to draw on custom patterns that playfully hint at the beer inspiration. Working within the same framework as new flavors are introduced builds familiarity and brand awareness as Right Proper expands its market reach with three more cans already on the way.
Creative/Art Director: Soung Wiser
Designers: Michael McDermott, Ioana Balasa