Label design for Airdrie’s first brewery.
Completed under freelance contract
Fitzsimmons Brewing, Airdrie’s first brewery, is known for its high-quality craft beers and welcoming, community-oriented ethos. However, their flagship beers—Big Hill Blonde and East Lake Amber—featured self-designed can labels that fell short of representing their brand’s unique vintage farmhouse aesthetic. They approached me to redesign their packaging, ensuring the labels aligned with their visual identity and appealed to their loyal customer base.
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The existing labels lacked consistency with Fitzsimmons Brewing’s overall branding. The challenge was to create designs that reflected their identity while establishing a cohesive look for their flagship beers. The new designs needed to stand out on shelves while maintaining a timeless and approachable feel.
I focused on translating their vintage farmhouse aesthetic into cohesive and eye-catching packaging.
Typography: Introduced a typographical hierarchy to enhance readability and give the cans a polished, professional look.
Icons and Graphics: Incorporated rustic graphic elements and icons that aligned with the brand’s roots.
Consistency: Ensured the designs were uniform across the flagship beers, creating a strong brand presence while allowing each beer to maintain its unique identity.
The process involved collaborative feedback with the Fitzsimmons team to ensure every detail resonated with their brand and customers.
The redesigned labels were met with enthusiasm:
Client Feedback: The Fitzsimmons team was thrilled with the results and immediately added a third beer, ODR Cream Ale, to the redesign scope.
Customer Response: The updated packaging received positive feedback from customers, who praised the cohesive and attractive new look.
Brand Impact: The redesign helped establish a stronger visual identity for Fitzsimmons Brewing, setting a solid foundation for future packaging initiatives.
