Avery Brewing Co.
The 30th Anniversary Edition of Avery Brewing’s’ best-selling IPA includes a custom illustration to celebrate the opening of their new state-of-the-art brewery on Nautilus Dr. The new look adds a personality of exploration, fun, and quality ingredients that make the beer great for adventures. Due to the exploratory nature of the IPA the branding had to represent a worldly vibe with imagery that is fun and connects with a hop-savvy target audience.
To create the new package design for an already existing product, my goal was to highlight the key features and branding elements while increasing functionality. The illustration and design needed to be recognizable as the classic product as well as spark excitement for a new limited release. Readability is critical for the product life cycle, and it was necessary to make brand typography larger next to the illustrations and retain the balance of negative space. Color palette was taken directly from the original brand formulas to align with the traditional brand experience.
Digital Campaign
Once the product and packaging was complete, Avery asked us to design a complete asset library for their marketing campaign. We created a variety of designs that use a cohesive look and messaging strategy to highlight the new can design. The Hop Nautilus was a huge hit!
