Thirsty Ranger Beer
Designing the world's bravest beer
Designing the world's
bravest beer
Thirsty Ranger is a brainchild of the studio, and the world's bravest beer. With that idea in mind, we decided to build the product range around a journey that one Thirsty Ranger might take. Four beers, four different bits of terrain. Open Water is the coast, Last Light is desert at golden hour, Journeyman is wide open plain, Dead Ground is a kind of scorched, dried-out land. Each one gets its own icon, drawn simply, almost like a stamp.
It would've been easy to lean into rugged Americana clichés, but we challenged ourselves to pull back and allow the palette and landscapes to do most of the storytelling. This way, the system stays consistent, and the range ends up feeling like one brand with four chapters rather than four cans that happen to have the same logo.
PRESS
LISTED IN PACKAGING OF THE WORLD
BRANDING, EMAIL DESIGN, PACKAGING
LISTED IN PACKAGING OF THE WORLD
PRESS
BRANDING, EMAIL DESIGN, PACKAGING
"The system’s real strength is what stays fixed while everything else moves. The top band, the star mark, and the horizon split repeat on every can at the same position and scale, which means the palette and icon are free to change entirely from one variant to the next without the range ever losing its shelf cohesion."
Curator's Insight, Packaging of the World
Curator's Insight, Packaging of the World
Thirsty Ranger is a brainchild of the studio, and the world's bravest beer. With that idea in mind, we decided to build the product range around a journey that one Thirsty Ranger might take. Four beers, four different bits of terrain. Open Water is the coast, Last Light is desert at golden hour, Journeyman is wide open plain, Dead Ground is a kind of scorched, dried-out land. Each one gets its own icon, drawn simply, almost like a stamp.
It would've been easy to lean into rugged Americana clichés, but we challenged ourselves to pull back and allow the palette and landscapes to do most of the storytelling. This way, the system stays consistent, and the range ends up feeling like one brand with four chapters rather than four cans that happen to have the same logo.
PRESS
LISTED IN PACKAGING OF THE WORLD
BRANDING, EMAIL DESIGN, PACKAGING
LISTED IN PACKAGING OF THE WORLD
PRESS
BRANDING, EMAIL DESIGN, PACKAGING
"The system’s real strength is what stays fixed while everything else moves. The top band, the star mark, and the horizon split repeat on every can at the same position and scale, which means the palette and icon are free to change entirely from one variant to the next without the range ever losing its shelf cohesion."
Curator's Insight, Packaging of the World
Curator's Insight, Packaging of the World
"Worth noting too is how the ABV climbs alongside the visual weight of each can. The lightest, brightest palette carries the lowest ABV session beer, and the darkest, most muted palette carries the stout. Nothing in the design states this correlation outright, but it means a shopper scanning the fridge from a distance is reading strength cues before they’ve read a single number on the label."
Curator's Insight, Packaging of the World
"Worth noting too is how the ABV climbs alongside the visual weight of each can. The lightest, brightest palette carries the lowest ABV session beer, and the darkest, most muted palette carries the stout. Nothing in the design states this correlation outright, but it means a shopper scanning the fridge from a distance is reading strength cues before they’ve read a single number on the label."
Curator's Insight, Packaging of the World
Thirsty Ranger Beer
Designing the world's bravest beer