Grain Belt Brewing
PACKAGING // MARKETING // CONCEPTING
There are few things that are as synonyms with Minnesota as lakes, tater tot hotdish, and Grain Belt Brewing. Grain Belt has been a Minnesota staple since 1893 when it was known then simply as the Minneapolis Brewing Company. Since then, Grain Belt has established itself as “The Friendly Beer” further deepening it’s correlation with the state by sponsoring local events and fundraisers.
While collaborating with the team at Adventure, I had the pleasure of crafting numerous concepts for a slew of new Grain Belt offerings such as the sleek Grain Belt Elite, and the flavorful N’icebreaker seltzer.
Credits:
AGENCY: ADVENTURE
CREATIVE DIRECTOR: JENNA AKRE LALLEY
PRESIDENT: Gina Nacey
STRATEGY: JAYE PETERSON, PHIL WOECKEN
DESIGNER: SARAH YOUNGQUIST
MY ROLE: DESIGN CONCEPTING
Crisp & Refreshing
The first challenge was to craft a can that would house Grain Belt’s new super light beer “Elite”. This design needed to feel crisp while also giving a nod towards the 120-year old heritage that Grain Belt is known for. The result is a sleek arrangement of elements with subtle notes of storied history.
The Friendly
Seltzer
With the new age of seltzers hitting the craft brew scene, Grain Belt sought to hit the market with their own twist to the genre featuring unique flavor combinations. These are some of the explorations that were considered for the final packaging system.
