Fresh from the Field — Mac’s Cans by Dow Goodfolk

1 year ago by

DA ❤️’s  Mac’s product and their distinctive and playful aesthetic treatments, this Fresh From The Field by Dow Goodfolk amplifies everything we know and love about Mac’s. Rich visual narrative in their new can range transports us to a brave new world for each brew.

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The Brief:

The Mac’s team are always heavily involved in the conceptualisation of their beers and the stories that wrap around them. They engaged Dow Goodfolk to create the new signature for Mac’s cans – taking an iconic identity and finding a way to make it new, without losing its distinctive brand assets.

Design Response:

The thing about cans is that they just make the liquid even better, so Dow Goodfolk took the standout Mac’s silhouettes and made them ‘more’. They started by inventing the worlds of each beer. Branding-wise it was like a metaphorical shift from seeing the signpost, to entering the place for a heightened experience.

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