BEER CAN DESIGN
Case Study
For this series, I created two custom beer can labels inspired by iconic moments and locations in Ottawa’s history. Each illustration began as a hand-painted artwork, later refined and converted into full label designs. The objective was to blend local storytelling with craft beer branding, giving each can a nostalgic, collectible feel while staying true to Kichesippi’s visual identity.
Emma Walton
Branding
The Challenge
Main Challenge
The challenge was to transform two original paintings into cohesive, shelf-ready beer can designs that both celebrate Ottawa’s history and align with Kichesippi’s existing brand identity. Each artwork needed to maintain its handmade, textured feel while still functioning as a clear, legible, and marketable label.
Key Goals
Create two distinct yet connected labels. One design highlights the Experimental Farm, while the other showcases OC Transpo through the decades — both rooted in local heritage but visually united under the Kichesippi brand.
Ensure readability and balance. Typography, colour hierarchy, and layout needed to complement the artwork without overpowering it.
Highlight Ottawa’s identity. Each label needed to immediately communicate a sense of place, history, and community, reflecting Kichesippi’s commitment to celebrating local stories.
Research
Before designing the final labels, I conducted contextual and visual research to ensure the artwork and layouts aligned with both the brewery’s identity and the historical subject matter.
1. Brand + Market Research
Reviewed Kichesippi’s existing can lineup to understand their typography, colour palettes, and placement of key information.
Analyzed competitive craft-beer packaging in Ottawa to identify trends in illustrative storytelling on cans.
Noted that illustration-driven labels often succeed when the artwork remains the hero, supported by clean typography.
2. Historical + Visual Research
Studied archival photos of the Central Experimental Farm to accurately capture building structures, landscape, and the heritage style.
Looked at historical OC Transpo and streetcar imagery to ensure the transit illustration represented multiple eras authentically.
Gathered reference on old Ottawa street layouts, architecture, and atmospheric details like signage and surrounding buildings.
3. User/Viewers Insights
Many customers enjoy buying local products with strong ties to community identity.
Beer drinkers respond positively to cans that feel “collectible” or that tell a story—especially those featuring local art.
The Solution
The solution was to create two illustrated beer can designs for Kichesippi that celebrate iconic Ottawa history. I transformed painted artworks of the Experimental Farm and OC Transpo through the decades into bold, wrap-around labels. By refining colour, composition, and texture, the illustrations became clean, production-ready graphics that stayed true to the original artworks while feeling fresh and collectible. The final labels give each beer a strong sense of place, connecting Kichesippi’s brand to local pride and recognizable city landmarks.
