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 has always been at the intersection of quality and chaos; an identity that has delivered consistently excellent beers inspired by constant experimentation. Unfortunately, for years this had also resulted in packaging that was highly inconsistent from beer to beer, and often betraying the quality of the product via less-than-premium design. 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 beers such as Crux Pilz to new brews like Crux IPA we developed a consistent yet creative brand identity for Crux’s mainline cans 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. 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.
