In a recent interview with Wired, Joe Wilson, the British artist behind the eye-catching cans from 21st Amendment Brewery, talked about the process of creating his designs:
They asked me to create a series of images based around the loose theme ‘American icons’. They already had the names of the beers, so this was a case of coming up with American subject matter and giving it a twist.
21st Amendment’s marketing firm, TBD Agency, came up with the visual concepts, packaging designs and rough sketches, and then handed them off to Joe for the final design.
Above all the work had to be original and stand out on the shelves. The feedback has been great, with people buying this stuff just for the way it looked.
The end result is a fantastic series of icons, including Paul Revere for Back in Black, their black IPA, Abe Lincoln and his Mount Rushmore companions for Brew Free or Die IPA, the Statue of Liberty for Hell or High Watermelon wheat beer, and Franklin D. Roosevelt for the Fireside Chat winter spiced ale.
For more before and after images of Joe’s work, be sure to check out the post on Wired.