Newfangled Brew Works: El Patio Can Design [case study]

Credits & Description:

Client: Newfangled Brew Works
Agency: quench
Executive Creative Director: Bill Starkey
Creative Director: Jay Delutis
Copywriter: Michael Deegan
Designer: Courtney Polidoro
Published: July 2020
Country: United States of America
Synopsis:
quench's job was to create a visual identity for upstart brewery Newfangled and its full suite of products that encapsulated the attitude and style of the brewery, and the beer itself. Known for its quirky, modern, fun, and laid-back atmosphere nestled in a modern, autonomous neighborhood, Newfangled is an anchor where friends, neighbors and locals enjoy new takes on traditional beer recipes. Its inaugural beer, El Patio, is meant to be enjoyed wherever relaxation and sunshine meet.

Challenge:
Additionally, the packaging needed to help establish and differentiate Newfangled Brew Works as makers of complex, flavorful, and delicious craft beer without pretense, and make El Patio stand out in a massively cluttered environment in a meaningful and alluring manner.

Strategy:
From the name and copy to the art of the packaging, Newfangled wanted to invoke the essence of togetherness. We couldn’t think of a better way to convey this than portraying the memories often shared over a summer beer. This is exactly why El Patio features two buddies “cheersing” each other as the sun sets in front of them.

Execution:
Vibrant colors, sunsets and friends enjoying the moment. That's the feeling evoked by casual beverages on the patio, exactly what we aimed to capture with the El Patio packing design.

“Being able to help launch a brewery and its array of products falls into the space of business meeting passion,” says quench Executive Creative Director Bill Starkey. “We are giddy with what we helped craft here, and beyond proud of it—notably what we did with El Patio and the emotive, inspiring and alluring nature of it."