Our journey with Free Will Brewing began almost a year ago when we were introduced by a printing vendor and brought on board to assist in the redesign and creation of packaging for their flagship brews, which included 12-oz cans, 6-pack, and 12-pack cartons.
The team at Free Will Brewing faced a significant decision when they chose to transition from printed labels to printed cans. They knew this change could potentially alienate their art-centric label designs, beloved by their hardcore customers. Their dedication to the project was evident from the start, and their commitment to meeting growing demand and production needs prevailed, making this transition a necessary and bold step.
Free Will Brewing shared this photo of the redesigned Kragle cans with their followers on Facebook.
Free Will Brewing also shared this fun photo with their followers on Facebook, featuring a collection of the redesigned cans.
While Kragle and Cloudy With a Chance… were the first objectives, the biggest challenge was to develop a single design that was adaptable to their entire line of beer while allowing each style to be unique.
Our goal was to create a look that was established, trustworthy, and enjoyable; retro meets contemporary. To achieve this, a subtle rebrand was necessary. This involved refining the existing logo, updating the color palette, and introducing a more modern typography, all to bring Free Will Brewing and its logo to the forefront of each piece of the packaging.