Local Los Angeles craft brewery Golden Road was purchased by AB InBev. A refresh was in order to elevate the brand but keep it close to its LA roots with a little whimsy, and a sense of fun and adventure.
A custom design was created for each product in the series, reflecting L.A.’s free-wheeling and go-with-the-flow vibe. We partnered with California illustrator Kid Markie to bring the concept to life. Each can shows a different laid-back outdoor scene that depicts life in Southern California: surfing, skating, mountain biking, camping, and chilling poolside.
Below is an early sketch from what would later be renamed 10 Hop Hazy IPA.
More beers could be added to the series later, so creating a scalable brand hierarchy was important. The brand name and flavor profiles were kept to the higher third of the can to ensure easy recognition in a cold case.
Production for the cans was limited to five colors. The palette uses a mix of brights and pastels with a dark green used in place of black, adding a more colorful and light feeling to the cans.
Creative Credits
Agency: Duncan Channon
ECD: Parker Channon
Creative Director: Jessica Wyatt
Design: Darlene Gibson and Shannon Burns
Illustration: Kid Markie