Hamburg Brewing Company needed to get organized. They had a lot of beers but their system somehow got lost. Works started out with taking a look at the branding and packaging for their flagship beer offerings. We went through several rounds playing with the overall hierarchy, colors and organization. One key point that Hamburg stressed in the process was that while they wanted a consistent brand look, they wanted to let their personality shine within each variety.
The solution was to streamline and simplify their existing “H” mark to better be featured on the front of the can while creating a window into the personality and flavor profile of the beer. Using a white background and gold details for the main brand—paired with bright illustrations and bold variety typography— allowed the packaging to stand out on an increasingly busy craft beer shelf.