Creative Direction: Jordan Bamforth
Art Direction: Michael Haddad
Graphic Design: Edward Zucca, Denis Routhier
Photography: Marc Doucette
A popular and well-known craft beer in Ontario, Beau’s Lug Tread Lagered Ale is a premium product made with certified organic ingredients and spring water. The custom box was redesigned to put the iconic tractor front and centre, using a die cut to create a dynamic tractor-shaped format that stands alone in the craft beer industry. A custom tractor-pattern lace holds the bottles secure and displays a hang tag with additional product information. The package design for the four-pack of bottles was also carried through to the 355mL can four-pack packaging. The finish on the can is matte and soft to the touch. The decision to place the four cans within a custom box reflects the premium level of the product and helps to further connect the can and bottle packaging consistently.
“As well as being nicely crafted and sophisticated, what makes this design stand out from the rest is its combined use of a minimal colour palette and the natural colour of the materials. Using only black and a small hint of red mixed with the brown craft cardboard, the near absence of colour, along with the brown of the bottle and the cream of the tin can, makes the colour composition for this product its main appeal. Building on that is the technical style of the illustration: its simplicity and execution render it so powerful with respect to the product identity. Adding the icon to a natural colour string, and on the cap, gives a final touch to a product to be proud of.”
Stefan Canuel RGD
In-House Design Awards 2017