“After establishing Modus Operandi Brewing Co.’s core belief—‘Beer first. No shortcuts’—we formed a brand mark from a continuous line. The craft beer scene in Australia had yet to embrace cans, despite the fact that aluminum cans keep beer fresher longer. Seeing this as an opportunity to stand out from the crowd, we designed a modern can with individual paper labels randomly applied for each beer type. This means that a run of beer labels can be easily printed, ensuring that the cans make it into the market quickly and more cheaply. To keep in line with Modus Operandi’s public brewery, we used raw materials—stainless steel, timber, uncoated kraft stocks, heat-branded wood—across the touchpoints.”