The whole package.

If you’d be so kind, take a hard look at the refrigerated beverage section at your next grocery store visit. Then, think about what you’ll be reading in just a moment. What ends up on a shelf near you is the result of weeks (probably months, or maybe years) of work. Very specific choices made by a group of diverse minds that have a shared goal of getting you to pick their 6-pack over the other guy’s.

When leading with “cool” is blasé, and trends feel inauthentic, a killer piece of packaging (something traditional, but refreshing), requires a retooling of expectations. It’s about taking well-worn territory to places you’ve never thought of celebrating before. Or maybe blowing out the little things so they mean that much more. Telling someone all that on a small box and a short can—well, it can be a real challenge. Like many initiatives, it all starts with an idea. And in this case, it starts with Kiwanda from Pelican Brewing Company—a standout beer in a lineup of a brand’s craft selection.

Tides are changing.

Already a fan favorite, Kiwanda shines in the menagerie of Pelican’s offerings. But there was one big problem. The beer, having originally been characterized as a cream ale, actually fit better into the golden ale category. Since the brew’s recipe wasn’t changing, Pelican also needed to ensure fanatics weren’t put off by a category and label change. There had to be a thoughtful way to reposition Kiwanda as a golden ale, and also create standout branding for the beer in the cooler lineup.

Exploring untouched sands.

An intensive packaging exploration, which included a deep dive into traditional can designs, and learnings of origin and place (Pacific City, Cape Kiwanda), culminated in designs that celebrated the brewery’s longstanding history—with a modern twist. Combining elements of feeling, flavor, play, and legacy, new packaging design and messaging came to fruition in what we dubbed “The Kiwanda Experience.” All in all, we colored in an authentic, enticing picture of Pelican’s noteworthy, refreshing, and satisfying brew: Kiwanda. And it called to drinkers new and old—toting craft touches that were chiller than any standard lager.

A fully integrated campaign supported Kiwanda’s refresh, and the new landing page has seen a 73% increase in time on site and total engaged users.

The taste test.

Of course, to understand first-hand what made Kiwanda so special, our team conducted a blind test of the golden ale versus competing beers of its kind. Kiwanda won against them all in a landslide vote.