Other Half Brewing has been releasing some of the world’s most coveted beers at a staggering rate of 20-30 new concepts a month sold through their taprooms and online. But as the brand grew, those same scroll-stopping designs fell flat on the store shelf and with new consumers.

Instead of an incremental change, we chose to radically rethink the packaging to bring the brand front and center, show up consistently on the shelf, and maintain an art-forward design that could flex across hundreds of SKUs.

With the help of the team at Break Maiden, we first established an updated design for Green City IPA that would win those valuable “last 3 feet” of discovery on a store shelf. Then, utilizing our in-house design team, we built a new packaging architecture across the entire portfolio, trade assets, and other touchpoints in the consumer experience.