The Challenge:
Yorkshire Dales Brewery has a proud tradition: every year, their 440ml canned range gets a completely fresh overarching label design. This is more than just a visual refresh — it’s a chance to make the brand feel renewed, keep loyal customers intrigued, and entice new drinkers with something they simply can’t ignore on the shelf.
The twist? While the core design must unify the range, it also needs enough flexibility to adapt aesthetically to each individual beer, giving every can its own unique personality while still looking like part of the family.
With many years of experience creating standout beer branding, we were no strangers to the challenge. But 2022 came with an even bigger ask: design something more striking, more memorable, and more talked-about than any of the previous years’ successes. A tall order indeed — but if there’s one thing we’re known for, it’s creating label designs that turn heads, spark conversations, and make people reach for the can.
The Solution:
This year’s can design represents a significant evolution in both complexity and creativity, standing apart from the more minimalist approaches of the past two years. While it introduces a more intricate visual language, it remains instantly captivating—arguably even more so. Every line, color choice, and layered detail has been carefully considered to evoke a sense of adventure, discovery, and imagination.
At the center of the can lies a distinct focal point—deliberately placed to arrest attention and guide the viewer’s gaze inward. This visual anchor is more than just a clever design technique; it serves as a metaphorical gateway, drawing the eye and the imagination deep into the artwork. There’s a sense of movement and depth that suggests there’s more than meets the eye—something waiting to be found not just in the design, but in the beer itself.
The artwork and the product exist in a kind of dialogue. As you rotate the can in your hand, the story unfolds. The textures hint at the beer’s body; the bold lines mirror its character; the color palette nods to the flavor profile—whether bright and crisp, dark and mysterious, or somewhere in between. It’s a sensorial preview, designed to awaken curiosity before the first sip is even taken.
This is more than just packaging. It’s a carefully curated experience that begins with the eye, continues with the hand, and finishes with the palate. The can becomes a canvas—a bridge between the visual world and the sensory world of taste, inviting the drinker to not only enjoy the beer but to feel a part of the journey it represents.