AC: ATlantic Canada’s Light Lager by 2 Crows Brewing Co
In mid-2021, the fine folks at 2 Crows Brewing Co. approached me with a new project. They were working on an easy drinking lager, something that at first seemed atypical of their experimental styles and bold crafty flavours. The idea was a simple and crushable lager, something that your grandpa might keep in the garage, but was made with 100% locally grown ingredients and perfectly brewed. A simple but artful beer that would unite craft and non-craft drinkers alike! The beer was to be branded independently with its own unique product name so that folks with an aversion to craft beer would be more willing to try it.
We wanted something with vintage charm. The mood boards were full of beer marketing from the 60s and 70s and simple playful slogans like “Nice Cold Ice Cold” and “Ask for AC!” were some of the first things we were certain of. We wanted it look crispy and cold, be 2 Crows adjacent, but still have its own standalone identity. And that’s where the very Atlantic and very chilly idea of “2 Puffins” started to gain traction.
The vintage inspired branding, the strong Maritime symbolism, and the silly slogans came together perfectly for this beer that feels straight off the shelf at an antique shop. 2 Crows leaned even further into that cold Canadian classic merchandising.
Since then, the 100% Atlantic Canadian Ingredients aspect of the beer has spread and it has become a series of simple but perfected beers. Craft drinkers can take a bit of a palette cleanser with the classic brews, or non-craft drinkers can try something with a little stronger flavour without getting too far out of their comfort zone, all while supporting Atlantic Canadian farmers and circumventing the supply chain issues that brought a lot of beer production to it’s knees.
This is just one small series of beers I’ve worked on with the fine folks at 2 Crows. Check out all the label designs in the 2 Crows section of the “work” page.