San Francisco’s 21st Amendment Brewery began canning their beer as early as 2008—well ahead of the can revolution that is currently sweeping craft beer. But their packaging design at the time wasn’t fully leveraging the can as an asset nor was it helping consumers appreciate that there was, in fact, great craft beer inside.
The brewery was founded with a spirit of independence and irreverence. We were excited to help them really own and express this in their packaging, which have featured the illustrations of London artist Joe Wilson and New York artists Jon Contino and Kim Sielbeck.
In the rebrand, their can became a 360° canvas for bold, graphic storytelling, while the carriers deepened the story in words.
Since our first package for them, 21st Amendment has become one of the fastest growing breweries in the country. And the packaging continues to earn the attention of the industry, the media and their consumers. It won Craft Can of the Year at the Craft Brewers Conference “Canny Awards.” And it’s been featured in Wired Magazine, the Boston Globe, Brewbound and many other beer blogs, and of all places, Etsy, in the form of oil paintings, tree ornaments and wallets.