Mill St.Brewery

Stout Can Exploration & Seasonal Sampler Designs

The can challenge: differentiate Cobblestone Stout from others in

the category, by focusing on its unique taste, the fresh brew pub

experience and their local heritage.

Every spring and fall, a summer and winter sampler 6-pack are released to market with popular staples and limited seasonal

creations. The idea: capture the patio experience for the summer

sampler, and the warm brew pub for the winter one. The winter pack would also celebrate the brewery’s 10th anniversary.

Pint Glassto Tall CanAfter years of being onlyavailable on tap in selectestablishments, Mill Street’sCobblestone Stout wouldnow be released to marketin a tall can, with a nitrogenwidget inside.

The SafeDesignA necessary baby step before presenting the client with evolutionary & revolutionary design solutions.

Draft TapDesignCapturing the pubexperience with animage of the beertap mounted to thesignature red brickof the brew pub

HeritageDesignA screening of thehistoric building inthe Distillery Districtrendered in copperbrewing kettle colour.With a reworked labelunit, designed withthe Guinness’ colourscheme in mind.

Pint GlassDesignPrinting a classic stout glass on the can that features the creamy head, makes it a stand alone advertisement for appetite appeal.

Framed with dark red, the unique highlight colour of this black-red stout whenraising it to the light.

The 6 PackSampler

Redesigningthe SamplerFor years the sampler packs featured a basic flat line-up of the current offerings, propped by Mill Street’s signature distillery district red brick. Supported by unremarkable typography and confusing graphic elements, leaving plenty of opportunity to breathe new life into these packs, while focusing on appetite appeal.

Their original Summer Sampler in Gold, and the Winter in Red,

The NewSummerSamplerDesigned to bring home the feel of patio season. With the entire scene bathed in sunlight, with a hint of blue sky. Refreshing products are featured in a rustic ice bucket. The supporting typography and branding is also rustic, giving a hand crafted style to complement the brand’s positioning.

The NewWinterSamplerDesigned to bring home the feel of the brew pub, while also celebration Mill Street’s 10th anniversary. The pack features a 1st person view from behind the bar, putting the customer in the role of bartender pouring delicious fresh pints. While across the room a chalkboard calls out the celebratory message.

Steve FeeneyCreative

Creative Direction

Design Strategy

Art DirectionCopy Writing

Custom TypographyPhoto Direction

Digital Illustration

Graphic Design

stevefcreative@gmail.com