21st Anniversary IPA

Packaging, Beer Festival, & Giveaway

21st Amendment Brewery hit a huge milestone in the year 2021. To celebrate 21 years of brewing incredible beer, we created 21st Anniversary IPA as our limited release for Summer of 2021.

21st Anniversary IPA extended to Augustfest, 21st Amendment Brewery's yearly beer festival/birthday bash, as well as an Augustfest VIP package giveaway campaign involving a hand-lettered poster and grocery store floor-stacks.

21st Anniversary IPA was entered into the Craft Beer Marketing Awards in 2022 and won gold in the "Best Can Design / Printed Cans (All Sizes)" category.

Credits
Illustration by Joe Wilson
YWFT Absent Grotesque by YouWorkForThem

Initial Sketches & Art Direction

Packaging Mechanicals

12oz 6 pack

12oz can

Floor Stack Mock-Up & Hand Lettered Poster

To secure floor stack placements for 21st Anniversary IPA, we developed a giveaway program, the winner would receive a VIP experience at the 21st Anniversary Party. I hand lettered this poster, and then mocked up the below floor stack, which the sales team used to present to Safeway. Because of this program and mock-up, 21st Anniversary was given front of the store floor stacks in all Northern California Safeways.