Good People, better design: Brewery launches new flagship packaging

The explosive popularity of craft beer means that brewing great beer just isn’t good enough anymore — you have to build your brand. Good People Brewing Co., for example, has announced new packaging for its staple offerings — IPA, Pale Ale and Brown Ale — completing a rebrand of the craft brewery’s year-round “Ales from the Heart of Dixie” line that began last year with the release of its popular Coffee Oatmeal Stout.

The raw aluminum surfaces of the cans themselves serve as subtle design elements. Used in letterforms and shining through solid fields of color, the aluminum cans interact with light in an eye-catching way.

“Delivering consistent beer continues to be our top priority, but we know that continued success requires solid branding,” said Michael Sellers, Good People co-founder. “Our packaging has to be unique and stand out for its quality.”

The new cans feature a cleaner approach that uses a rich, vibrant color palette, sharp angles and simple, bold typography in order to maximize shelf presence.

As with all Good People beers, IPA, Pale Ale and Brown Ale are brewed and canned onsite at Alabama’s largest craft brewery, located across from Regions Field in Birmingham.

Good People recently opened a laboratory at the nearby Innovation Depot to monitor the brewing process, ensuring efficient production of the most consistent, fresh beer.

The oldest craft brewer in Alabama and the first in Birmingham to can its beers, Good People has remained at the forefront of the surge of the craft brewing industry across the state. With its beer already at select locations in Tennessee and in large grocery store chains in Alabama, the brewery is also making plans to expand its footprint.

“More than being the dominant craft brewery in Alabama, we are positioning ourselves to become a brewery that serves the region,” Sellers said. “Demand for our beers continues to grow, and we’re answering the call by finding more opportunities to make our beers available in grocery stores, bars and restaurants across the South.”

The new Good People packaging, including designs for Coffee Oatmeal Stout, Snake Handler, Bearded Lady and El Gordo, was created by the Birmingham office of branding agency Lewis Communications.