The low and no alcohol category is one of the fastest-growing spaces in beverage right now, but nobody has done anything quite as conceptually clever as this: a six-pack designed by Leo Design in collaboration with Lake of Bays Brewing Co. that counts you down from a Strong Stout at 5% to a non-alcoholic Pale Ale at 0%.
Each can features a number in a massive compressed numeral that fills the entire can surface, starting with a deliberately blurred and soft focus treatment on the higher alcohol cans and gradually sharpening to a crisp edge by the time you reach the zero.
The all-white matte can ground with black typography is stripped of every craft beer category convention, with no illustrations, no color coding, no hop leaf graphics, just pure typographic design and a monochromatic system. This is the complete unity of concept and execution, where every single design decision from the blurred numeral to the minimal palette serves the same idea.
