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