Icehouse Edge

Overview
The client was looking for a can design for their new product, Edge beer, a high-alcohol content beverage. “Think MMA not skateboarding” was how we referred to the audience.

Challenges
- Shelf presence in the white noise of the beverage cooler
- Client approvals
- Tight deadline

Solution
I came up with this design rather quickly. It only took me two days. The concept was to use the silver of a can as much as possible, something that is not done much. This would give us a strong presence on the shelf. Coupled with the existing colors of the Icehouse brand, it would appear cold and ice-like. A few grunge scratches would help with this and appeal to the demographic as well. The name of the product could be easily display outward and did the Icehouse brand name and alcohol content, which was a must .

Client:
MillerCoors

My Role:
- Package Design
- Branding