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Beer branding

16 : 02 : 2017 And Union : Packaging : Neo-nutrition

Munich – And Union’s minimalist visual identity is a bold departure from the craft beer category’s use of traditional design cues.

  • The range comprises three beers that are packaged in monocoloured cans
  • And Union aims to dispel the myth that canned beer is not as good as its draught or bottled counterpart
And Union, Munich And Union, Munich
And Union, Munich And Union, Munich
And Union, Munich And Union, Munich

And Union’s Unfiltered Lager, Steph Weiss and Sunday Easy Pale Ale beers are packaged in a distinct white, orange and yellow can, respectively, and feature no graphics save for the product name in black lettering.

The bold visual identity is designed to stand out among the abundance of craft beer products that feature a more artisanal design aesthetic. A series of discrete, highly tactile geometric shapes embossed on each can add a sense of depth and complement the non-traditional design.

‘We wanted to create a can that you hesitate to throw away after you’ve had the beer. I end up leaving stacks of these empty cans in my kitchen because I feel bad throwing such a beautiful thing into the recycling bin,’ explains Esteves.

The Big Picture

The craft beer market is saturated with brands that are eager to highlight the artisanal nature of their products. New start-ups are increasingly taking a pared-back, minimalist approach to stand out from the crowd. Read our Neo-nutrition design direction to find out more.