When Brooklyn-based microbrewery Threes Brewing came to Yard NYC, it was faced with a critical challenge: craft breweries and craft product were on the rise, and it was becoming harder to stand out on-shelf — especially as craft breweries had elevated the can to an artform. With the competition to stand out on-shelf and on-premise heating up, our solution was to create a visual and verbal system that would break through in Whole Foods refrigerators and at restaurants and bars. This approach also allowed us to use the can as a storytelling device rather than a canvas for large logoed branding. Inspired by 20th Century poster art — as well as the brewery’s unconventional nature, its quirky nomenclature, and the nearby Gowanus bridge — we have imbued the brand with verbal dexterity, and visual simplicity and storytelling.