Overview
Radical Road Brewing Co.
Packaging Design
/
Art Direction
2020
I was approached to design the can artwork for Big Mash, a limited-edition beer made in a collaboration between Toronto music supply store Cask Music and Radical Road Brewing Co.
Proceeds from the beer supported the Unison Benevolent Fund, a charity that provides assistance to Canadian music workers.
The name and visual direction drew directly from the iconic Big Muff guitar pedal, with βMashβ reframing the reference through the language of brewing.
Inspired by the pedalβs bold, utilitarian graphics, the can design reimagined that visual language, turning the pi (Ο) symbol into a little dude holding a brewer's mash paddle.
The limited-edition can felt true to both collaborators: a nod to both musician culture and brewing culture. The beer launched through Radical Road and received coverage from Exclaim!, helping bring additional visibility to the collaboration and cause.
Fun fact: the volume, tone and sustain knobs are adjusted to the preferred settings on my own Big Muff guitar pedal.
