Agency: Backbar Studios
Abstract Artist: Clare May Martin
Project Type: Produced
Client: Knockout Brewing Belfast
Product Launch Location: Ireland
Packaging Contents: Beer
Packaging Substrate / Materials: Can
Printing Process: Lithographic
The Irish craft beer market is saturated. Overrun with beers that all too often lead with style over substance, value over values and a quick sale over a lifelong passion. Knockout Brewery tasked us to bring a refreshed brand and design ethos which genuinely aspires to be different.
This is where the art of brewing was born.
We commissioned an experienced abstract artist at the top of her game to craft three bespoke canvasses for the brewery’s three top-selling beers. The art celebrates Knockout’s unending pursuit of handcrafted brews, the highest quality liquids and its constant innovation across new styles, ingredients and finishes.
Knockout now stands apart as one of the most exciting breweries in Ireland and their un-ending pursuit of perfection and passion is reflected in the modern masterpieces that adorn the packaging. Coupled with a reinvented logo the beers stand proudly on the shelf, as well as the test of time.
Each artwork as unique as each of the beers they underpin. As with every masterpiece, we started with a blank canvas, our simple white cans, onto which we exploded the colours and hues of each beer style.