Say hello to your
new hometown lager.
Casually hopped, lightly colored and always golden.
In the limited local beer market of Interior Alaska, Black Spruce Brewing Co.'s goal is simple: bringing world class, craft beer to the off-the-grid Golden Heart City of Fairbanks. We were given the opportunity to brand their new summertime staple.
If you ever meet someone from Fairbanks, Alaska (or any Alaskan for that matter), we'll be quick to tell you how incredible our short-lived summers truly are. That's why we positioned FBX Lite to represent the the beer of the season, making fellow Fairbanksans proud of our hometown and the outdoor activities that come with it. Like any good crushable beer, it is meant to be enjoyed while floating down the Chena River, hiking Angel Rocks, or having backyard smoked salmon with your buds.
FBX Lite is designed to be bold, nostalgic, simple, and make you feel good. While Fairbanks summers aren't always sunshine and rainbows, drinking this beer sure feels like it. We designed a clean, bold custom type beneath a three-arch rainbow in a retro color scheme to represent endless daylight and good times.
To sell the product, we had to look at how the package design should represent the beer itself. Inspired by the bright colors, swirling shapes and clean lines of the 60s, it embodies a laid-back, groovy personality with a clean and modern twist.
Victor Moscoso, Quicksilver Messenger Service, The Miller Blues Band, The Other Half, 1967
16 oz. Can
16 oz. Label Design
For the opening launch, we utilized the screen printing press from our in-house brand, FBX MADE, to collaborate on merchandise for a fully integrated campaign. Local patrons could rep this beer with pride from sustainably sourced apparel to stickers and magnets.
Tees + Hoodies
Promo Teaser for FairbanksAlaska.com
Videography by Isaiah Mangum