I’m of the belief that esoteric and mysterious imagery on packaging creates a sense of belonging in buyers, and The Drowned Lands’ Eastern Gold by Young Jerks channels that energy perfectly.
The can features a possum clutching a radiating sun in its claws, drawn in a hand-worn style that pulls from American folk art, tattoo art, and the kind of imagery you’d find on vintage workwear patches and Southern roadside signage. The six-pack carrier uses the same olive-and-cream system at full bleed, treating the box as an extension of the can. Eastern Gold feels worn in a good way; it’s the kind of beer you know the most interesting people would want to drink, and because of that, I want one, too.
