The Ask
At Commongood, the brewers are passionate about crafting all kinds of beer. In addition to supporting the local brewing community and producing beer for other great local brands, they also brew their own batches of beer. With multiple beer lines tailored to specific markets, they required a product and visual strategy to effectively showcase their offerings and engage their target audiences.
Our Role
Brand Evolution and Expansion: Brand Review, Visual Strategy, Messaging Strategy, Brand Voice, Visual Language, Packaging, Illustration
The Small batch Series
Conceived as a limited-quantity experimental line, the small batch series at Commongood represents the brewer's creative and innovative side. These experimental brews are exclusively available at their brewery shop and are designed to rotate frequently, providing customers with a constantly evolving selection. To showcase the unique nature of each brew, the labels for this series utilise a common template with a large open space that allows for striking and captivating visuals.
Brewer's Series
The brewer’s series are specialty brews sold in stores on an ongoing basis. These brews are some of the favourites that their customers seek our year round. Visually these were created to be more permanent than the small batch series. We created an illustrative unique to Commongood that effectively conveys the character and quality of their Brewer's Series.
Mass Market Products
Commongood's Mass Market Products series comprises some of their top-selling brews, which were specifically crafted to be sold province-wide at Ontario's LCBO stores. The LCBO market for craft beer is highly competitive, which posed a unique challenge for the brand to distinguish itself from the competition. We developed a can design system that prioritised simplicity to ensure that the product stood out from the other craft beers on shelves of the LCBO.
Specialty One-off Products
Commongood occasionally partners with other organisations or releases limited edition brews to correspond with special events or causes. These one-off brews require unique label designs that reflect the event or cause that they are associated with. We worked closely with Commongood to craft custom label designs that are aligned with the specific occasion and resonate with the target audience.
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