Crux Fermentation Project
Client
Crux Fermentation Project
Project
Limited Series Packaging Refresh
Services
Package Design, Brand Guidelines, Graphic Design, Creative Copywriting, Creative Direction, Product Copywriting
THE ASK
Crux Fermentation Project wanted to give their limited series - such as their barrel-aged Banished Series and 16oz limited release beers a refreshed look - something as premium as the beer itself, but that kept the spirit of past designs alive within a more contemporary style. Additionally, they asked us to translate our compelling copywriting for their mainline to the limited series and Banished in order to share the stories behind these elite, experimental ales.
THE INSIGHT(s)
Crux is an intersection of quality and chaos, and this is never more so the case than with their Banished Series: experimental ales aged in various wine and whiskey barrels for months or even years. In order to capture the essence of these beers, a potent combination of chaos and perfection is needed.
Likewise, for their limited release 16oz and Gypsy Coolship series we endeavored to further push the limits of the brand’s identity while keeping the spirit of Crux alive and thriving via experimental art styles, illustration, and brash copywriting.
THE EXECUTION
We drew from Crux’s past use of doodle-style icons in their Banished artwork and gave the playful illustrations a sense of system and order: cleaning up the chaos while maintaining the brand’s edge. The resulting series offers spot-gloss raised artwork and a unique die-cut label shape, simultaneously offering annual releases like Tough Love a sense of history while integrating new additions such as Bramble Candy via premium visual storytelling.
For the 16oz limited release beers, we partnered with various local artists to give each brew its own personality within the brand portfolio, while using a consistent die-cut and placement of assets to tie together this diverse set of limited beers. This ongoing and evolving series will continue to grow the brand identity of Crux, offering future releases further freedom to express the various facets of Crux’s identity.
