Broken Top Brewing Co Craft Beer

Beverage Packaging

The new brand and packaging design for Broken Top Brewing Co reflects a playful yet well-balanced design strategy that efficiently conveys the core messaging. The integrated logo seamlessly adapts to the individual color scheme of each product line and is incorporated with the pattern design, adding a visually illusioning element to the exterior. One unique feature of this design is the choice of using blue aluminum, which is easily distinguishable in the mass market.

This packaging design is produced using ultra-high-speed inkjet printing with a unique white ink printing technique to elevate the vividness of the graphics. Additionally, a special blue aluminum can, customized specifically for this project, achieves a deep and bright navy blue color that is rare to find for aluminum cans. The standard 211 body diameter can is used for the 12oz beverage.

The blue aluminum material for the can serves as the main differentiator, allowing the product to stand out on the shelf in a crowded market compared to competitors' brands. The project started in early 2021 and was completed in late September 2021 in New York City. User research and profiling were conducted to gain a better perspective on the current market of alcoholic beverage consumers at different levels of retail brands.

The current market for American craft beer is highly competitive, with distinct visual representations. Creating a visual solution for this visually busy section of the market posed a significant challenge. However, the new brand and packaging design for Broken Top Brewing Co successfully captures the brand's playful and fun essence. The visually illusioning logo, intricately incorporated with the pattern graphic, effectively communicates the brand's message and values. The choice of using blue aluminum adds a touch of sophistication and easily catches the attention of customers at the point of sale.

This design was awarded Iron in the A' Packaging Design Award in 2022. The Iron A' Design Award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. Respected for integrating industry best practices and competent technical characteristics, they provide fulfillment and positive feelings, contributing to a better world.