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Lead Image

Stoutnik Packaging Design


Production Method




Hired Guns Creative

Product Naming, Branding, Label Design: Hired Guns Creative
Photography: Sean Fenzl



Okanagan Label & Print

This black on black beer bottle with minimal touches of prism foil is sure to stand out on the shelf, either at the bar or in the store. The usual story behind the beer comes in the form of blind-embossed Morse Code, which reduces the number of letters printed on the label and plays up the twentieth century espionage aesthetic, while simultaneously adding an interesting texture to the bottle. 



Longwood Brewery

Quantity Produced


Production Cost


Production Time

3 weeks

Dimensions (Width × Height × Depth)

7 × 4.5 in

Page Count

Paper Stock

Fasson / Estate Label No. 8 / White

Number of Colors






Description ---

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Project Description

Competition for visibility on a West Coast craft beer shelf is fierce. Stoutnik's frosted matte black bottle is immediately visible from a distance and printing techniques not usually seen on craft beer labels increase the differentiation even more. The constantly changing colours of the satellite-esque foil stamp draw the eye as the customer walks past. The stylish, sparse, contemporary design compels him to pick up the bottle. The story told in blind-embossed Morse Code seals the deal, propelling him from a state of curiosity towards a confirmed launch plan.

Production Lesson(s)

The effect of the prism foil stamp when actually applied on a bottle was surprising. The various colours reflected by the foil give the bottle a life of its own on the shelf … it's almost animated as you walk past.”

Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

June 17, 2013


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About UnderConsideration

UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.


Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

Speak Up (2002 – 2009) / Discussing, and looking for, what is relevant in, and the relevance of, graphic design. Archives Only.

Word It (2003 – 2010) / Encouraging creative diversity in the community through monthly, one-word challenges. Archives Only.

Brand New Classroom (2010 – 2011) / Providing a space for critique and opinions on student identity workArchives Only.

graphic design

Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.


The 2010 FPO Awards / 2011, self-published.

The 2010 Brand New Awards / 2011, self-published.

Flaunt: Designing effective, compelling and memorable portfolios of creative work / 2010, self-published.

Events & Judged Competitions

Brand New Conference / A one-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.

Brand New Awards / Celebrating the best identity work produced around the world.

FPO Awards / Celebrating the best print work from around the world.


Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design / 2009, Rockport.

Women of Design: Influence and Inspiration from the Original Trailblazers to the New Groundbreakers / 2008, HOW Books.

The Word It Book: Speak Up Presents a Gallery of Interpreted Words / 2007, HOW Books.

The End