Magic Rock has been in the process of redesigning their core cans for the last few months and are now ready to unveil the new designs.
When they first introduced their 330ml cans into the market in late 2015, they were some of the boldest designs around and easy to spot on the shelf/in the fridge. The colourful, understated but recognisable character based designs Richard Norgate, Magic Rock’s designer, had come up with were unlike anything else on the market.
Richard Burhouse, Magic Rock, said: “As with the business (and life) in general our design has moved on since then and we felt it was time to bring the 330ml core can designs in line with the labelled can artwork which we’ve had such great feedback on. There is so much fantastic artwork in beer now that we felt it was time for a slightly bolder look which would stand out a bit more on the shelves/in the fridges.
Of course the decision to update the artwork on the cans was effectively made last year with the introduction of our gluten free IPA Fantasma, that can if you’re familiar with it, stands apart from the original artwork with a much bolder pattern based design and black lids. Once we’d made the decision to use that design the fate of the old designs was effectively sealed.”
The process of moving the other core cans over to the new artwork is well under way, the first 8 are designed and as stocks of the old cans are run down they’ll be switching over to the new packaging. There are two remaining designs to complete and we expect to be completely switched over to the new designs by the end of the year.
They will also be introducing Saucery, a 3.9% Session IPA to the line-up in the coming months. They felt the current range was missing an easy drinking Session IPA and with the fantastic response they’ve been getting to the keg, Saucery is that beer.
To make way for Saucery, they’ve made the decision to drop Rapture from the core can line up. Magic Rock will still be producing Rapture for cask and keg but the love for amber ales is just not there anymore, at least not in cans.
Magic Rock are really happy with the direction the new designs have taken and feel they are both strikingly different and yet recognisably Richard Norgate’s work.
Brand & Marketing Manager: Marisa Sanchez-Dunning
Location: UK
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