Creative Agency: Magnificent Beard
Design & Illustration: Connor Hill & Matt Brinker
Project Type: Produced, Commercial Work
Client: Noble Rey Brewing Co
Location: United States
Packaging Contents: Beer
Packaging Materials: Aluminum
Dallas brewery Noble Rey approached us to design the initial run of their four flagship beers: Off the Leash, Baracus, Golden Rey and Steampunk.
Our initial vision was to craft an illustrated persona for each brew, but the real estate on cans is slim and Texas beer coolers are overcrowded. So we opted to create an ownable stacking system that creates a full body character when the cans are stacked two tall. These cans are hard to miss when you're browsing the beer cooler...or double fisting.
The stacking concept has been the standout feature of the packaging. Texas liquor stores and grocery chains have fully embraced displaying each the beers correctly stacked without being asked – it's unheard of retailers being as excited about beer packaging as consumers are.