scope
Brand Strategy
Packaging
Creative Direction
Campaign
Identity Facelift
Guidelines
Photography
Project
Goose Island is one of the nation’s first craft beer brands and one of the first to call a major city like Chicago home.
At Crispin, we created an all-new packaging system that would be adopted across their large and growing beer portfolio. The system is blunt and utilitarian, built with a no-bullshit simplicity that reflects the character of the brand's hard-working midwestern tone and its people. Colorful patterns and areas of expression recall art and culture you’d find walking around a street corner. The look results in an ownable modern, urban industrial style.
During development, we asked ourselves, how would the packaging work in our advertising? How would it function on social? How legible would it be in the hands of people at concerts? Our goal was to make the product feel more like an accessory for our audience. It needed to feel fashionable.
The layering is inspired by the way cities build,
continuously on top of themselves.
Patterns aim to visualize flavor profiles, but also feel somewhat like an album cover.
credits
Crispin Poter Bogusky
for Goose Island Beer Co.
team
Design: Adam Skalecki, Victor Won, Courtney Sterkel, David Balsamello; Writing: Mark St. Amant; Creative: Jason Pierce; Motion and 3D: Dylan Schnurman; Management: Shawn Casey, Zac Granowitz
Project
Goose Island is one of the nation’s first craft beer brands and one of the first to call a major city like Chicago home.
At Crispin, we created an all-new packaging system that would be adopted across their large and growing beer portfolio. The system is blunt and utilitarian, built with a no-bullshit simplicity that reflects the character of the brand's hard-working midwestern tone and its people. Colorful patterns and areas of expression recall art and culture you’d find walking around a street corner. The look results in an ownable modern, urban industrial style.
scope
Brand Strategy
Packaging
Creative Direction
Campaign
Identity Facelift
Guidelines
Photography
During development, we asked ourselves, how would the packaging work in our advertising? How would it function on social? How legible would it be in the hands of people at concerts? Our goal was to make the product feel more like an accessory for our audience. It needed to feel fashionable.
The layering is inspired by the way cities build,
continuously on top of themselves.
Patterns aim to visualize flavor profiles, but also feel somewhat like an album cover.
team
Design: Adam Skalecki, Victor Won, Courtney Sterkel, David Balsamello; Writing: Mark St. Amant; Creative: Jason Pierce; Motion and 3D: Dylan Schnurman; Management: Shawn Casey, Zac Granowitz
credits
Crispin Poter Bogusky
for Goose Island Beer Co.
