Dallas brewery approached us to design the initial run of their four flagship beers: Off the Leash, Baracus, Golden Rey and Steampunk.
Our initial vision was to craft an illustrated persona for each brew, but the real estate on cans is slim and Texas beer coolers are overcrowded. So we opted to create an ownable stacking system that creates a full body character when the cans are stacked two tall. These cans are hard to miss when you’re browsing the beer cooler…or double fisting.
— Magnificent Beard
“Early exploration leaned heavily on developing visually unique versions of these characters. Obviously Baracus is an easy place to start.”
“The ‘ol half-head motif stood out more than any full body illustration. It reduces visual clutter and gives your eye room to take in the full design – something sorely lacking in most Texas beer coolers.”
[ h/t Brian from ]
July 5, 2016 at 12:06 pm
Brilliant… Soo good!
July 6, 2016 at 8:37 am
Thoughtful unique concept — how often do the beers get stacked like this on the shelf? It would be fun to mix and match them!
July 7, 2016 at 6:08 am
this is a very clever idea well done all