Crux Fermentation Project
Client
Crux Fermentation Project
Project
Package Design
Services
Brand Strategy, Package Design, Illustration, Graphic Design, Copywriting, Creative Direction, Identity Design, Brand Guidelines
THE ASK
Crux Fermentation Project came to Flask looking to revamp their package design across their portfolio of excellent ales and lagers.
THE INSIGHT
Crux is the rare brewery that is not only unafraid to explore the far corners of craft brewing, but in doing so rarely fails to deliver outstanding quality. To elevate Crux’s package design to a place equal to the quality of the beer itself, we set out to create a multi-tiered design system that would deliver quality design, consistency, and still allow plenty of room for creativity.
THE EXECUTION
From established mainline beers to one-off seasonals, we’ve developed a consistent yet creative brand identity for Crux that would reflect not only the brand’s story; but would also allow various tiers of product (mainline, limited, super-limited, premium, etc.) to reflect their individual narratives and price-points via unique die-cut label shapes, innovative treatments of new + existing artwork, and playful copywriting. 30+ beers in and the resulting brand portfolio shines on the shelf, revealing a brand whose quality and creativity can never be questioned, regardless of the beer you’ve got your eye on. Winner of the 2021 Platinum Crushie for best bottle design in the Americas at the Craft Beer Marketing Awards.
