{"id":10876,"date":"2025-12-19T04:19:00","date_gmt":"2025-12-19T09:19:00","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=10876"},"modified":"2025-12-19T04:19:00","modified_gmt":"2025-12-19T09:19:00","slug":"identity-works-reels-in-a-winning-beer-can-with-lucky-bait","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=10876","title":{"rendered":"Identity Works Reels In a Winning Beer Can With Lucky Bait"},"content":{"rendered":"


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On its face, fishing and beer go hand in hand. There\u2019s nothing quite like sipping on a crushable lager, pilsner, or Belgian-y wheat ale while casting off and hoping the lake gods smile down on you with good fortune.<\/p>\n

Of course, for any beer brand, that might offer a mighty small overlap on a Venn Diagram. But it does offer a sentimental pull, and according to the Swedish design agency\u00a0Identity Works<\/a>, dating offers plenty of allusions to fishing, so it makes sense to build a beer brand around that world. Inspired by vintage bait packaging, the agency worked with Swedish brewery Spendrups to bring Lucky Bait to life, and it\u2019s now one of the biggest-selling beers in the country.<\/p>\n

To see how they reeled in such an affable and approachable beer brand, we spoke with Identity Works\u2019 Creative Director Lisa Minogue about this DIELINE Award-winning beer from the 2026 competition.<\/p>\n