Packaging and Design: Detail shot of Seismic Brewing Company's Pilsner can design.

Seismic Brewing Company

Redesigning a beloved sustainable craft beer company to shake-up the shelf

  • Creative Strategy
  • Identity
  • Packaging

Challenge

Seismic Brewing, a Northern California craft beer pioneer, tapped us to develop a redesigned beer packaging system that would communicate their revolutionary sustainable brewing practices and change the way consumers spotted them in retail.

Solution

Avoiding the negative connotations associated with California earthquakes, we flipped the script and generated seismic movement through the lens of colors and patterns, creating “hot spots” on shelves with the power of optical illusions. The packaging and dielines introduced a billboard effect with a wrap-around label that featured carefully placed black and white elements with strategic, SKU-specific pops of color to create that “vibration” on shelf. The resulting can not only stands out in the visually chaotic, microbrew landscape, it also creates a seamless customer journey (or CX) rich with storytelling using a QR code that invites consumers to “Dig deeper” and learn more about their mission and strategy.

Original concept sketch of the new Seismic Brewing Company logo.
Moodboard Sample row 1: patterns and static.
Moodboard Sample row 2: landscapes and paint.
Detail shot of a row of Seismic Pilsner can designs stacked together tightly.
Top view of a Seismic Pilsner six-pack of cans.
Packaging and design: Top view of three Seismic Brewing Company Pilsner cans.
Atmosphere shot of Seismic Brewing Company's QR activation coaster design with text: 3 to 1 Brewing.
Various Seismic Brewing can design stacked in two rows featuring different flavors and colors.
Packaging and Design: Seismic Brewing's Hazy IPA cans in a cooler of ice.
Two images: Top: detail shot of Seismic Brewing's Hazy IPA can design surrounded by ice. Bottom: row of Seismic Brewing's Hazy IPA can designs stacked together tightly.
Atmosphere shot of the Seismic Brewing Hazy IPA can design's surrounding a pint of beer.
Packaging and Design: Seismic Brewing Company's West Coast IPA can design.
Two images: Top: row of Seismic Brewing's West Coast IPA can designs stacked together tightly. Bottom: front view of three Seismic Brewing Company's West Coast IPA cans.

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