Metazoa Brewing Co.

Design: Pivot Marketing
Creative Director: Ryan Abegglen
Art Director and Illustrator: Adam Johnson
Location: United States
Project Type: Produced
Client: Metazoa Brewing Co.
Product Launch Location: United States
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminium
Printing Process: UV Inkjet

Pivot Marketing joined forces with Indianapolis-based, Metazoa Brewing Co. to create a cohesive and standout design for its canning. Through an information-forward design, the creative team wanted to showcase the craft beer, while also calling out what makes them different—Metazoa’s passion for supporting wildlife organizations, with 5% of profits going toward the cause. To strike the right balance and stay true to their tagline, ‘Drink beer. Help animals.,’ every can features an eye-catching animal illustration to represent each brew, supported by detailed tasting notes, as well as a scale for the malt, bitterness, and color.

The design’s playfulness yet dedication to detail is meant to appeal to audiences from craft beer newbies to experts to animal lovers. Pivot has already designed eight cans (and counting) for the brewery, including: Hoppopotamus, Breton Blonde, Klipspringer, Black Mamba, Nap in the Hammock, Kitten Slumber Party, Crane-berry Witbier, and Puppy Slumber Party. The overall look not only stands out on store shelves, but it aligns with the overarching brand Pivot created, making Metazoa a name that is easily recognized by audiences and its product one people are compelled to learn more about.

What’s Unique?
The unique illustrations and can design concept were based on the idea of the “Approachable Expert,” drawing inspiration from historic field notebooks naturalists used to sketch and notate animals they observed in the wild. The overall brand and subsequent can designs were directly influenced by Metazoa’s mission and personality of brew master, John C. Hall, former head brewer at Chicago’s Goose Island Beer Company. Since the introduction of the cans, Metazoa is seeing massive success with distribution approximately doubling, as well as the cans now accounting for 50% of distribution sales.

Pivot’s design recently received two Gold Awards at the 2019 National American Advertising Awards (ADDYs) for Packaging and Illustration Series. This marks the first time in four years an Indiana-based agency has been awarded recognition at this prestigious level.