When Great Marsh decided to start canning their beers, they need a system that would allow for their large range. We developed a design language built around waterways, abstracting the topography of the region each beer draws inspiration from. The rest of the label is clean and clear—even explaining the percentages of hop varieties.
The NEIPA series uses graphics based on the waterways surrounding the brewery in Essex, Massachusetts. Each of the twelve cans makes up a section of a larger graphic.