LINCOLN PARK/PULLMAN, CHICAGO
Beer & Branding: Atlas Brewing Company
There's a good chance you know Atlas Brewing as that sleek, but humble, brewpub that share's it's walls with Seven Ten Lounge – and is neighbor to Delilah's, on Lincoln Avenue. Or maybe on the contrary you aren't quite sure what their beer offerings are, if you've yet to make it to their Lincoln Park space. That's almost certainly about to change, with the recent expansion into an old Jay's Potato Chip factory in the South Side's Pullman neighborhood. There, Atlas has gotten into the canning game. And starting this week, you will be able to get your hands on those shiny new 12-ouncers.
A firm departure from the original Atlas Brewing Company of Chicago's (1891-1962) brand – from which the new iteration gets its name – this new packaging plays up the history with modern sensibility. Stylistic linework greets the can's design, new tap handles, apparel and more. But those cans – they're bold.
We asked designer Ian Law of Chicago's own design firm, Mighty Few, what his aesthetic approach was for the new packaging and brand artwork.
"When we started working with Atlas, they had a bold, clean, and simple logo mark already in place. Our goal was to build off this aesthetic in order to reinforce what was established while also extending the visual language across the entire brand. We believed this approach could help tie all of their products back into the core Atlas brand. To accomplish this, we used the same mono-line illustration approach that the logo utilized in order to create narrative scenes for each product name. The scenes became an almost ornament-like frame for the logo which was anchored in the center of each layout. Finally, the gold finish of the line work helps add a timeless sophistication to the packaging and becomes a memorable core element of the brand."
These cans really own this illustrative style, and are a welcome addition to the already-in-place Atlas badge logo. It's a strong progression for the packaging.
And we're just guessing here, but I'd imagine you will start to see a lot more empty Atlas cans littering the lawn of your next city BBQ.