Thanks to the unwavering growth of craft beer in New Zealand, the perception of beer in a can is changing. Cans are just better for beer. They protect from light strike, have a 100% oxygen seal and are lighter than glass bottles.
The strategy was to highlight, through the design, the benefit of packaging beer in a can. A lighter vessel is ideal for the outdoors and, with New Zealand being such a proud outdoor nation, illustrator James Stewart was engaged to help on the project.
James created four different artworks for different activities synonymous with New Zealand. The illustrations take inspiration from ‘Selling the Dream’, a book that celebrates early tourism advertising in New Zealand.
The result is a product that reinforces Moa Beer’s connection with outdoor New Zealand and affiliation with a country continually striving to innovate.
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