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Boneyard

There are distinct advantages to being a draft-only brand. When COVID-19 quarantine protocols took those opportunities away, I was called in to lead a storied brand to the retail shelves. This meant a packaging design system and support materials would all have to be developed from the ground up. After extensive collaboration with the Boneyard crew and many design meetings and trial efforts, we created a packaging production system that would unify and legitimize Boneyard’s entrance onto retail market. Resulting in an additional 80,000 barrels of beer added to the company’s output and regained leadership in the IPA category.
Skunkape-12oz-Can
RPM_IPA_12oz_Can
IncrediblePulp_12oz_Can
BY-HopVenom-12ozCan
Enzymatic_IPA_12oz_Can
CrookedPilsner-12ozCan
BY_HAW_12oz_Can

Packaging Design System

After the design process occurred and I had worked with stakeholders to approve and ratify the layout and design system, our work was cut out for us!

End Flaps

Bottom flap is an edgy look at the key art while the top flap provides succint product indentification.

Top Panel

Large top graphic references our punk-rock gig poster roots and broadcasts the product name.

Product Image

Show what’s inside-- the can image is vital in communicating what customers are purchasing. I even photographed it myself.

Display Panel

Our brand embodies the rebel persona and we felt good about cropping and rotating our logo.

Packaging Print Production

Once our design system was established– it all beautifully fell into place. This resulted in a huge reduction on design churn and what’s more important, a unified brand presence on shelves.

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