Beer'd Up: A Craft Beer Revolution

Springetts Brand Design Consultants Unveil a Unique Beer Packaging Concept

The "Beer'd Up" concept was inspired by the growing popularity of craft beers among young hipsters, many of whom are sporting beards as part of the trend. The design team aimed to create a product that would appeal to this demographic, as well as those who wanted to feel part of the trend but were unable to grow a beard.

The main can illustrations were created by Jon Burgerman, a New York-based artist known for his unique doodle art style that lies between fine art, urban art, and pop-culture. His work often uses humor to reference and question his contemporary environment. For "Beer'd Up", Burgerman created a vibrant explosion of 'wearable can beards', offering a fresh take on hipster culture.

The back of the beer cans feature faces, allowing consumers to create their own hipster 'totem poles' and a wall of ‘Beer’d up’ characters when stacked on the shelf. This interactive element adds a playful dimension to the packaging, further enhancing its appeal to the target audience.

The project was started and completed in 2015 in London, United Kingdom. The design team, led by Creative Director Paul Williams, faced the challenge of creating an exciting, modern concept that would appeal to a hard-to-please contemporary audience. Their efforts were rewarded when "Beer'd Up" was granted the Golden A' Packaging Design Award in 2016, a prestigious accolade given to outstanding creations that reflect the designer's prodigy and wisdom.

Overall, "Beer'd Up" is a testament to the power of design in shaping consumer perceptions and experiences. It demonstrates how a thoughtful understanding of current trends and consumer behavior can lead to innovative design solutions that not only meet market needs but also push the boundaries of creativity.