Founded in 2014, Fair State Brewing is renowned craft brewery, a trailblazer specializing in uber-clean traditional lagers, hazy IPAs, sours and wild innovations. More importantly, they’re stewards of community and craft, creating an infinite connection between beer and people.
Starting out as a cooperative brewery, the organization has shifted business models and pivoted under new ownership. Fair State Brewing needed a new identity system to help shepherd it into this next chapter.
The new brand solution unifies the flagship and limited release product portfolios in an iconic way, creating a much stronger brand block at the shelf. The “Infinity Pint” mark is present across the system, and crafted typography anchors bold, geometric illustrations to signify each beer SKU. Where the 12 pack cartons were previously vastly different from each other, the new system ties them all together for easy navigation and clear brand recognition from far away.
Fair State Brewing’s redesigned identity system and product portfolio sends a strong message on shelf of craft, connection, and brewing the People’s Beer.
CREDIT
- Agency/Creative: Matt Erickson & Cody Petts
- Article Title: Fair State Brewing Packaging Design by Matt Erickson & Cody Petts Unifies the Brand Through the Infinity Pint Identity
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United States
- Agency/Creative City: Minneapolis
- Market Region: North America
- Project Deliverables: 2D Design, 3D Design, 3D Modelling, 3D Motion, Advertising, Advertising Photography, Animation, Art Direction, Brand Architecture, Brand Creation, Brand Design, Brand Experience, Brand Guidelines, Brand Identity, Brand Mark, Brand Naming, Brand Redesign, Brand Refinement, Brand Rejuvenation, Brand Strategy, Brand Tone of Voice, Brand World, Branding, CGI, Copywriting, Creative Direction, Design, Graphic Design, Icon Design, Identity System, Illustration, Information Architecture, Lettering, Logo Design, Motion Graphics, Packaging Design, Packaging Guidelines, Pattern Design, Photography, Photography Styling, Poster Design, Product Architecture, Product Naming, Product Photography, Rebranding, Typography
- Industry: Food/Beverage
- Keywords: Beer, Brewery, Coop, CPG, 12 pack, can, label, community, craft, rebrand, redesign, Minneapolis, Minnesota, beer,
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Credits:
Creative Director / Designer: Matt Erickson
Creative Director / Designer / Photographer: Cody Petts
