Theory Brewing Co. Crowler Design

Derrick Lin


Agency: 12 Line Studio
Designer & Letterer: Nate Azark
Project Type: Produced, Commercial Work
Client: Theory Brewing Co.
Location: Wells, Maine
Packaging Contents: Beer
Packaging Materials: Aluminum, Metallic Labels

As the craft beer industry continues to grow so does the way beer is packaged and distributed. The crowler system allows breweries and home brewers to can their beer to order in a cost effective manner. Theory Brewing Co. is a small batch artisanal microbrewery located in the small coastal town of Wells, Maine and reached out to us to design the label for their crowler cans. We decided to take a hand-lettered approach to effectively highlight their motto, “Every great beer starts as a theory”. The labels were printed on a metallic substrate to really make the content pop off the matte blue background. The guys at Theory have seen a great response from the design and plan to extend the design across some limited edition 750ml bottles.

What’s Unique?
We feel that the hand-lettered approach sets this label apart from much of their competition while still being inviting.