Broken Top Brewing Co Craft Beer Beverage Packaging by Jackie Jiabei Jiang

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DESIGN DETAILS
DESIGN NAME:
Broken Top Brewing Co Craft Beer

PRIMARY FUNCTION:
Beverage Packaging

INSPIRATION:
Broken Top Brewing Co , a passionate and fun American small batch craft beer brand that specializes in IPA and pilsner. To succeed in the competitive alcoholic beverage market, this brand aims to launch a new branding that can daringly convey the spirit of the brand while capture the attention at the point of sale. It leads to a pair of new packaging design concept inspired by the playfulness and graphic pattern of the vintage toy.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The new brand and packaging design for Broken Top Brewing Co reflects a design strategy that is playful but yet well balanced to efficiently convey the core messaging. An integrated logo that adapts to the individual color scheme of each product line is incorporated seamlessly with the pattern design while adding a visually illusioning element to the exterior. The choice of using blue aluminum is also unique and easily distinguishable in the mass market.

OPERATION / FLOW / INTERACTION:
The blue aluminum material for the can was specially customized and has proven to function as the main differentiator that allows the product to stand out in the busy shelf in a market in comparison with the competitors brand.

PROJECT DURATION AND LOCATION:
Project started in early 2021 and finished in late September 2021 in New York City.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
This packaging design is being produced using ultra-high speed ink-jet printing with a unique white ink printing to elevate the vividness of graphics. In addition, a special blue aluminum can is designed and customized specifically for this project to reach a deep and bright navy blue color that is rare to find for aluminum cans.

SPECIFICATIONS / TECHNICAL PROPERTIES:
standard 211 body diameter can for 12oz beverage

TAGS:
packaging, craft beer, beverage, beverage packaging, can, aluminum

RESEARCH ABSTRACT:
User research and profiling were conducted to gain a better perspective on the current market of alcoholic beverage consumers at different levels of retails brands.

CHALLENGE:
The current market for American craft beer is very competitive with very distinctive visual representation. Thus, creating a visual solution for this already visually busy section of the market is very challenging.

ADDED DATE:
2022-03-31 18:59:07

TEAM MEMBERS (1) :
Jackie Jiabei Jiang

IMAGE CREDITS:
Not applicable

Visit the following page to learn more: http://www.jackie-jiang.com/
CLIENT/STUDIO/BRAND DETAILS
NAME:
BrokenTop Brewing Co

PROFILE:
BrokenTop Brewing Co is a rising American small batch craft-beer brand with its signature pilsner and IPA. Along side of delivering the natural aroma and delicacy of hop fruits, they aim to also convey their passion in beer brewing with a twist of fun spirit that has always been at the core of the brand since its conception.

NOMINATION DETAILS

Broken Top Brewing Co Craft Beer Beverage Packaging by Jackie Jiabei Jiang is a Nominee in Packaging Design Category.

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AWARD DETAILS

Broken Top Brewing Co Craft Beer Beverage Packaging by Jackie Jiabei Jiang is Winner in Packaging Design Category, 2021 - 2022.



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