GREAT LAKES BREWING COMPANY CELEBRATES INX CAN CONTEST TITLE

Recently the marketing team at Great Lakes Brewing Company in Cleveland received their trophy after winning the third annual colored by INX Can design contest. A large and diverse group of independent judges determined that their TropiCoastal Tropical IPA craft beer entry had the best design out of all this year’s entries submitted to the competition, allowing them to retain this award for the second consecutive year after winning last year.

Jameson Campbell, creative manager for Great Lakes Brewing Company, said the catalog serves as inspiration for his team to find the right color scheme to deliver each beer’s unique story, create shelf appeal and build strong brands.

“Our goal was to expand our IPA portfolio with a year-round offering that delivers big, ripe tropical fruit aromas with immersive, enveloping hints of color,” Campbell said. “With illustrator Sam Hadley, we set out to create the exhilarating feeling of discovering your own tropical oasis. It draws the holder of the can into a warm beachfront sunset scene amidst fresh, green and teal foliage that extends beyond the front face of the can,” he added.

“TropiCoastal received its own tiki-inspired type from Sam, which influenced the voice and style of the brand’s supporting materials. Our main logo, which is usually shown in black, white and gold, also received a brighter color treatment. We did this to better align with the lightness of the scene and break the traditional convention of our year-round branding,” he concluded.