Designing a beer can that protects native birds with every sip.
Strategy, Graphic Design, Illustration
Conservation messaging mainly reaches people who already care about the subject, so general awareness remains low among the wider public.
Awareness is more likely to grow when information reaches people during something they already enjoy.
Strategic & Marketing Objectives
The concept was built around four objectives. Grounding the brand in BC’s ecosystems and outdoor culture strengthens its local positioning. A collectible illustration system, with a different native bird on every can, increases shelf distinction. Linking each product to a real species and story builds emotional connection with the drinker. A light-touch contribution to an organization like Birds Canada introduces purpose credibly, with modest and specific claims.
The series gives the brewery a clearer local identity and a product that stands out among similar craft offerings. A cause tied directly to the packaging builds consumer trust, and collectible releases encourage repeat purchases. Each new species also provides content for social media, taproom events, and conservation partnerships.
The beer can as a media channel
Craft beer is a social, relaxed, place-based product, and its drinkers often spend time outdoors. This audience is already receptive to nature and has not yet been given a specific species to learn about.
The beer can serves as a media channel. Each release introduces one threatened or iconic native bird through an illustration and a short text about the species. Backcountry Brewing is the medium: a local brand with existing shelf space, an outdoorsy customer base, and a product people hold and look at for an extended time.
This is a purely speculative project that was developed as a pitch and not commissioned. Backcountry Brewing was not involved in the creation of this work. Their logo is used solely for contextual presentation; all rights remain with Backcountry Brewing.