LIC Beer Project

Visual identity and packaging design for LIC Beer Project, a brewery located in Long Island City, Queens.

LICB believes beer is a collaborative journey of insight, experience, travel, and education. While their previous cans had beautifully intricate designs, the artwork lead the LICBP brand, not the other way around. The artwork had no correlation to the individual SKUs they represented, while branding lacked consistency in terms of visibility, messaging hierarchy, or where it lived on the packaging.

Our challenge was to position LIC Beer Project for wide distribution, online and in-stores—with strong and concise recognition amongst itself, and other brands on store shelves.

modern graffiti

The rebrand combines LICBP founder’s love of art, with the rich and complex history of graffiti. The top and bottom of the label design is meant to mimic that of a spray can—with paint dripping as if it were just sprayed to tag graffiti. Every label tell its own story—a painting on its own individual canvas. Each painting brings to light the story behind the particular beer, providing the audience with history & insight into how the individual beers came to be.

STRAIGHT TO THE POINT

A monochromatic color palette helps tell a busy story, in a minimal way—keeping the design clean and easy to spot on shelves with other, far busier-looking competition.

NEW CAN DROPS

Additionally create and illustrate labels for monthly can releases.

Top Shelf

Built carrier cases of the four core SKUs, for in-store shelving & distribution.