48 original beer cans in 12 months, designed for a pandemic subscription pilot that introduced Devils Backbone to a new generation of drinkers.
Packaging Design
Illustration
Art Direction
The Brief
During the pandemic, Devil’s Backbone launched a year-long subscription pilot, releasing four new small-batch beers every month. Each release needed its own original can design, plus an info card to guide subscribers through their selection.
Problem
Devils Backbone wanted to move past its traditional image and reach a younger, more diverse audience, without losing the loyal customers who already loved the brand. With taprooms and events limited, the subscription had to bring the experience of trying something new straight to people’s doors.
Design Intent
I designed 48 original cans over 12 months, giving each beer its own personality so every box felt like a new discovery. The accompanying info cards told the story of each month’s selection, turning a delivery into an experience.
Outcome
The pilot built strong engagement on social and Untappd, giving Devils Backbone real feedback on what drinkers loved. Fan-favorite beers from the subscription made their way into the brewery’s taprooms and on-site store, where visitors could take home 4-packs of their favorite limited batches.
