Lower Falls IPA

Lower Falls IPA got a facelift this year to more closely align the packaging with the consumer. The target audience for this beer is health conscience Gen Z and Millennial drinkers. To attract that audience, I created a modern and clean design utilizing a retro typeface and a bold pop of color. The package also calls out the calories and ABV prominently on the front – two characteristics we know are important to this consumer. The result is a redesign that is bold, clean and pops off the shelf.