|Image courtesy of Rahr & Sons Brewing Co.|
The new design will be familiar to fans of the brewery, since it was first used on cans of Pride of Texas Pale Ale. The packaging for that beer, which was initially released in 2014, features a shield as the primary graphic.
In crafting the design, Rahr & Sons' creative director Jeff Wood drew inspiration from classic can designs of the '60s and '70s to create a crisp, clean and eye-catching design that would help streamline the company's branding. He kept each beer's signature color so the transition from bottles to cans would be as seamless as possible for consumers.
"The nice thing about designing cans over bottles is the full 360-degree template. You can wrap the entire package into your design," says Wood. "I also like the way the ink pops off the curved, metallic aluminum surface of cans, making them jump off the shelf."
Iron Thistle, the brewery's seasonal Scotch ale is already sporting the new design, and it won't be long before it appears on the brewery's newest product, Dadgum IPA. Coming in April, Dadgum IPA will be the brewery's first commercial release of a West Coast-inspired IPA. Brewed with Citra and Lemondrop hops, a press release describes the beer as having a "lively bitterness, with intense notes of fresh-cut pine and tropical fruit."