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New Playful Packaging Design for Broken Top Brewing Co Craft Beer

Brewing Co has unveiled a new, eye-catching packaging design for its craft beer, designed by Jiabei Jiang. The brand, known for its passion and fun approach to small-batch craft beer, sought to create a branding concept that embodies the spirit of the brand while capturing attention at the point of sale.

The new packaging design draws inspiration from the playfulness and graphic patterns of vintage toys, reflecting a design strategy that is playful yet well-balanced to effectively convey the brand's core messaging. The integrated logo adapts to the individual color scheme of each product line, seamlessly blending with the pattern design to create a visually illusioning element on the exterior.

Utilizing blue aluminum cans, the design stands out as a unique and easily distinguishable choice in the competitive market. The specially customized blue aluminum can functions as the main differentiator, allowing the product to shine amidst competitors on the busy shelf.

This innovative packaging design is produced using ultra-high-speed ink-jet printing with unique white ink printing to enhance the vividness of graphics. The special blue aluminum can, designed specifically for this project, features a deep and bright navy blue color, setting it apart from standard aluminum cans.

The project commenced in early 2021 and was completed in late September 2021 in New York City. Extensive user research and profiling were conducted to gain insights into the alcoholic beverage market, while overcoming the challenge of creating a visually appealing solution in a competitive market.

Jiabei Jiang's design for Broken Top Brewing Co was recognized with the Iron A' Design Award in 2022, acknowledging its practical and innovative approach that meets professional and industrial requirements, integrating industry best practices and competent technical characteristics.

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