Founded mid-cast and hip deep in a mountain stream, Slackwater Brewing is a neighbourhood craft brewery set up in 2019 by husband-and-wife team Liam and Kelsey Peyton, with premises in the small Canadian city of Penticton. Slackwater stands for the moments between life’s ebbs and flows—especially those enjoyed with friends and family and beers in-hand. The brand aims to be an extension of these values with an ongoing focus on the outdoors. Specifically, the couple’s shared love for fishing and the theme of water was an important consideration for the label system. With a recurring theme on the power of as a flowing, life-giving force, the labels reflect the very nature of the beer produced by the brewery, and its geographical location, nestled between two lakes.

The labels make a strong connection between art, the craft of brewing and the young, vibrant personalities of the owners by placing the main focus on bright and illustrative art, much like a gallery space. Each label features art that is unique to the beer it represents, achieving consistency in the range through a practical, utilitarian aesthetic and the ongoing water themes across all the labels. The labels effectively mix strong visual impact with clean communication up close, while conveying the values of the brewery and its surrounding demographic.