Ready 2 drink cocktails

can & carton

Brief:

Macon Beer Company houses a distillery and is expanding it’s brand to include a variety of Ready-2-Drink cocktails made with their own distilled liquors. They package them in cans for distribution during First Fridays in downtown Macon and other events, and would like to start selling these by branded can. Therefore, they need a can wrap, a 6-pack can carton for regional distribution, and an overall design that can cohesively communicate 6 different flavors. The design should remain distinct from the “typical” MBC beer packaging design, but still reflect their overall brand identity.

Approach:

I felt that a universal can wrap would be more efficient to order in bulk and have more longevity for the limited edition flavors that MBC creates. The 6 cocktail flavors are represented through the circular stickers that label each can to it’s corresponding cocktail. This makes designing new stickers for potential new flavors much simpler than ordering new cans every time there is a limited edition cocktail. The MBC logo will serve as the outline for the sticker to cover, so the can is not missing anything if it lacks a sticker.

Result:

A classic and bold carton design sets MBC’s Ready-2-Drink cocktails apart from other cocktails in store. Many brands utilize stark whites and grays on their cartons, which creates a wall of white and gray in the grocery and liquor store isles. The use of cream and blue will stand out when placed near the competitors and increase the chances of an in-store purchase. The standard can will be more economical and simplified for the small business. Additionally, the retro Ready-2-Drink logo should become recognizable and distinct to MBC.