JACK'S ABBY
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THE BOSTON CELTICS
OVERVIEW
Jack's Abby Craft Lagers and the Boston Celtics partnered to create an easy drinking light lager that would resonate with fans and beer drinkers alike.
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After meeting with the Celtic's team, I created the label artwork as well as campaign materials used to promote the Official Craft Beer of the Boston Celtics.
THE LABEL
My goal for Banner City was to create immediate recognition for the Boston Celtic's while remaining true to Jack's Abby's brand identity. When looking at the can, the Celtics are represented through color, basketball pattern, their logos, and my personal ode to Celtics pride, the 17 banner years that currently hang proudly from the rafters of TD.
FORMATS
From name ideation to label completion, Banner City cans were shipped out to distributors in less than 60 days. That's right, sixty days! What started as a 12oz label quickly turned into a 12oz printed can, which then turned into a 19.2oz sleeve, and then...you guessed it, a 19.2oz printed can.
SOCIAL
PROMOTION
The demand for this beer was hot, and to help support promotion, I created Banner City social posts to launch the Banner City campaign in November 2022.