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Photo by Pari Alexander
Fireside Chat
Packaging Rebrand
In 2022, our seasonal winter spiced ale, Fireside Chat, was due for a rebrand. The original artwork with Franklin D. Roosevelt, while beloved by some of Fireside Chat's cult-like following, no longer reflected the 21st Amendment Brewery brand. It was time to bring it in line with our brand as it now stood, and to narrow down its target occasion. We wanted Fireside Chat to not shy away from the warm fuzzy feelings of the winter holiday season, and to be elegant enough to live on people's family dinner tables.
From 2021 to 2023, Fireside Chat saw a +78.4% increase in sales after the rebrand.
After the Rebrand
The Original Packaging
Initial Sketch
This was the initial sketch that I created, which was then handed off to the illustrator with art direction.
Final Illustration
6 Pack Mechanical
12oz Can Mechanical
The Fireside Chat artwork presented a challenge. While we usually stick to illustrations that can be easily vectorized for the can printing process, we really wanted this 6 pack to have a traditional Americana vibe to it. The solution we landed on was designing the can to look like a gift.
Value Added Packaging, a package which includes a bottle of liquor and 1 - 2 glasses, is a common sight in the liquor aisle during holiday season. Over in the craft beer aisle, this marketing tactic is not very common. After the glassware was designed, we felt like Fireside Chat was a perfect candidate for this kind of packaging.
In 2023, working with an outside vendor, we developed a package that would hold 4 beer cans and 2 glasses. In order to make sure this package hit an appropriate price point, we had to be limited to 2 ink colors + the white of the box. The illustration is key to this brand, so to work with this limitation, we also created sticker labels to be placed on the sides of the box.
This package is still evolving. It saw a massive revamp in winter of 2024 that narrowed it down to 2 cans and 1 glass, and will likely see more changes before it launches nationwide in winter of 2025.
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Gift Pack
Mechanical
