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A close angled shot of stacked kraft can trays and cans, green with blue on the left and coral with navy on the right, printed with the tree mark and taglines.
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Summary
The packaging system shown as it lands in store, two colourways of can stacked in printed kraft trays so the brand repeats in bands across the whole shelf.
Visual description
The frame is filled edge to edge and shot at a strong diagonal, with no background visible. On the left, rows of deep green cans carry a pale blue tree mark, a light blue lower band and small type reading Lively Beerworks and India Pale Ale. On the right, rows of coral cans carry the same tree mark in navy with navy detail type reading Amber Lager, and several cans are turned to show dense navy warning and address copy. Between and beneath the can rows run unbleached corrugated trays printed in white ink only. Their long faces alternate messages, a tree mark plus Lively Beerworks with a trademark symbol, LivelyBeerworks.com, the handle @LivelyBeerworks, and on the lowest tray the tagline Keep it Lively. The mark itself is a flat geometric tree, a straight trunk with two branches and eight leaf shapes arranged in a rough circle. Everything is set in one rounded humanist sans at a few sizes.
Key takeaway
Printing the trays in one colour on raw kraft lets the cans supply all the colour while the board supplies all the repetition. Rotating a different message onto each tray face turns a stack into a legible block of copy that reads from across an aisle.
Reuse notes
A strong reference for beverage and other stacked retail categories where the shipper is part of the shelf presentation, not just transport. The one colour kraft print keeps cost down but limits contrast, so it depends on the cans being saturated. Note the two colourways are near opposites in temperature, which is what makes the split read from a distance.
