Accolade in the Can (Jan 2023)
Genius Brewing’s Gen!us IPA can has been awarded a Can Makers’ Accolade in recognition of its “bold, contemporary and innovative design which will help the brand to cement its premium position in the market.” Created to recognise excellence in design, the Can Makers’ Accolades judge designs against criteria including graphic design, shelf standout, product range coordination, technical innovation and the quality of finish.
The Can Makers’ is the trade body representing UK’s drinks can manufacturers. It’s Chairman Simon Gresty said: “As the can is adopted by an increasingly wide variety of brands, the market has never been so competitive. The Can Makers Accolades were launched to celebrate excellence in design and recognise its vital role in helping brands to differentiate and drive growth.”
The designs selected to receive an Accolade, were agreed upon by an independent panel which included design and print experts from the Can Makers’ committee, including representatives from Ardagh, Ball and Crown.
Jason Clarke, Gen!us Brewing co-founder and creative director, said: “ As our second product and our first craft ale, launching Gen!us IPA was a big moment for the business. We had to create a can that could stand alongside our striking Gen!us Craft Lager can. We chose to invert its blue-on-gold design while mirroring its core brand elements including the logo and 3% laurel.”
“In a craft beer segment awash with garish colours and visual gimmicks, the Gen!us IPA can had to be eye-catching yet subtle, elegant yet distinctive. ”
Charlie Craig, Gen!us Brewing co-founder and operations director, commented: “From its launch in 2018, Gen!us Brewing was the first UK craft brand to put calories and alcohol units on the front of the can. We’re also very proud to carry the My Name’5 Doddie Foundation logo and that of the Vegan Society. Combining these with our key brand elements while avoiding visual clutter was at the heart of the design challenge. To have our Gen!us IPA can recognised with an Accolade is testament to our talented design team.”
Gen!us India Pale Ale was launched in 330ml cans in July 2022 to give craft beer lovers a lighter, low-calorie IPA. Pale gold in colour and packing a hoppy punch, Gen!us IPA brings together Mosaic, Simcoe, and Citra hops for the perfect balance of bitterness and grapefruit flavours. At 79 Kcal and 3% ABV, each can is exactly 1 unit of alcohol and features industry leading calorie, units, and nutrition labelling.
Gen!us IPA was first launched online at www.geniusbrewing.com and on Amazon before rolling out to the UK on-trade and retail.