Yukon Brewing

After more than 20 years using commissioned artwork on its beer labels, and expanding its product line from core offerings to include seasonal rotations, Yukon Brewing had created an iconic packaging concept; however, distribution and merchandising posed a challenge as requirements are different from store-to-store and across jurisdictions. To connect with new consumers outside of the territory, the unique labelling created confusion at shelf-level, and with the evolution of vessel sizes and container packages, a more streamlined approach was needed.

For this project, we aligned on an approach towards brand standardization, bringing all the different labels, concepts and artwork under one cohesive, modernized design system. By understanding what elements of the original artworks were most critical to the beer label and how people prefer to consume art (ie at a gallery), we developed a simplified design process. As a result, we not only connected all the products within a brand umbrella, improving consumer recognition at point of sale; this new packaging design system also created capacity for the in-house marketing team to ease production and future product packaging development.