Karbach Brewing Co. in Houston recently won the annual Colored by INX Can Design Contest with this intricate, fun, brand-making Dunkels & Dragons can design — a victory decided by a panel of five independent judges (CBB included), and the general public in a social media vote.
For Greg Jackson, Karbach’s senior graphic designer, it was the perfect culmination for a creative process that began over a year ago. “When I found out our entry won, I was honestly thrilled and a bit surprised,” he revealed. “It felt amazing to see all our hard work recognized.”
Karbach Brewing’s Fun Series
Dunkels & Dragons is part of the company’s Fun Series, a seasonal rotation of ever-changing innovation beers. “Each release in the series typically stays on the market for about three months before making way for the next one,” Jackson explained. “We keep things fresh and exciting by doing small runs with limited edition designs, aiming to make each beer a must-get while it’s available. As we like to say on the side of every Fun Series can, “Here for a fun time, not a long time.”
It was in April, 2024 when Jackson, brewmaster Mitchell Sokolis, senior brand manager Emily Rodgers, and digital content manager Josh Olalde, began the design process on the German-style dark lager beer. The product itself reached the market approximately six months later and was sold exclusively throughout Texas in 12-ounce six-packs.
‘The inspiration for the can design stemmed from the beer itself, paired with a strategic vision to reach a new audience within a niche subculture. The next step was an immersive dive into German history and folklore, exploring untapped opportunities among these passionate communities,” acknowledged Jackson.
The Dunkels & Dragons tale
Every great beer has a story but few are as legendary as the tale behind Dunkels & Dragons. This is more than just a brew; it’s a myth captured in a can.
As the story goes, at the heart of Dunkel Kingdom lies the Elder Tap, an ancient artifact that endlessly flows with the finest beer ever brewed. The magical elixir grants powers tied to four sacred ingredients – Hop, Yeast, Water and Malt – which have long brought balance and prosperity to the Four Realms for centuries. But a shadow looms as ruthless dragons, drawn to the aroma and power of the Elder Tap, threaten to claim it. As darkness rises, the fate of the kingdom rests upon the shoulders of those brave enough to defend it.
Contest rules required INX customers to produce a commercial can design prior to January 1, 2025, using at least one color from the INX Color Catalog. Jackson said it played a big part in the early process stages as the final design of Dunkels & Dragons included four colors from the catalog, widely regarded as the metal decoration industry’s true color standard.
“One of the biggest advantages of using the INX Color Catalog is the ability to see how each color actually appears when printed on a can,” said Jackson, who admitted it helps the process of getting products to the marketplace faster. “It also allows for quick access to swatch chips, making it easy to build cohesive color palettes and design the rest of the packaging around them. It needed to stand out on the shelves and pop, so the gold really helps accomplish this by grabbing your attention.”
Jackson also praised Daniel Novak, a prepress specialist with metal decorator Ball Corporation.
“Karbach primarily works with Ball for all of our can production as a regular part of our process, and Daniel has worked with us on several projects in the past,” explained Jackson. “From proofing the artwork to getting can samples and final approvals, he made the whole transition from digital to physical really smooth and easy.”
While there are no plans to re-release the beer, Jackson says you never know. “Winning the contest has definitely stirred the cauldron. Let’s just say another epic quest isn’t off the table.”
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