Prior to Prohibition the beer industry was local, with some 4,000 breweries operating across the United States. In 1933, with the end Prohibition, only 756 survived.That same year the beer can was invented by the American Can Company, and one might argue that this was to be the first wave of American craft brewing post-prohibition.
These designs represents an effort to identify one brewery from each of the 50 states and redesign the can graphics loosely based on their original package designs.
This self-initiated work is part of our ongoing interest in the evolution of consumer brands and branding. Established brands have loyal consumers, familiar brand assets and generally brand perceptions that will be linked to any new design. Every redesign assignment must seek the balance between maintaining a familiar thread with the existing consumer while finding a new relevance to attract the potential new customers.
