IndHed®'s identity and packaging made the cut for Pack Your Life III, a packaging design book published by Artpower that collects stand-out work from studios around the world. The original brief was to build a craft beer brand that could hold its own on a shelf crowded with experiments, without losing the playful, boundary-pushing spirit the beer itself runs on.
Pack Your Life III, stacked and open to IndHed's feature spread
The system starts with a hop cone folded into a hand-lettered wordmark, loud enough to carry the brand on its own. Packaging stays deliberately minimal everywhere else, matte and glossy finishes doing the work that clutter usually does, so the logo and color read first. Every beer in the range gets its own color and its own label details, easy to tell apart on a shelf before a single word is read.
IndHed’s identity and packaging spread inside Pack Your Life III, published by Artpower
A book like Pack Your Life III exists to collect the packaging work worth studying twice, and IndHed's inclusion is proof the system still holds up years after it first shipped. The same identity that won over a crowded craft beer shelf went on to earn a page in a book built to showcase the best of the category.
IndHed's American Pale Ale bottle beside its limited-edition wrap, the work featured in the book
"A packaging system striking enough to carry a shelf, and disciplined enough to carry a book."
Pack Your Life III, Artpower