No Beer is an Clever Craft Beer Brand Featuring Empty Cans
by Shawn Binder on 08/12/2020 | 2 Minute Read
No Beer is an innovative design-forward PSA to bring attention to the working conditions of hops farm workers around the world. The design is modern and visually-arresting. With a grid-lock white and grey pattern across the can, the other design features take prominence. The minimalist eyeball sheds a single light-blue containing a hop — further driving home the message "no people. no farm. no beer." It's a strong statement for a brewery to make, and that's exactly why it's so impactful.
Roy Farms, the world's largest independent brewery-direct hop farm, has launched an all-new craft beer brand called No Beer™. Roy Farms, based in Moxee, Washington, asks beer enthusiasts to toast the hard-working people who grow premium hops and dedicate themselves to the breweries they serve.
boatBurner created a beer brand that puts the emphasis on the brand's purpose. These one of a kind empty cans are packed into a 6-pack box and delivered to breweries around the U.S. to get them to think about using their hops and reflect on the importance of the farms that support them. We also created four 15sec videos to promote the No Beer brand. The spots were made just like real beer spots but without the actual beer. Each ends the spot with "No People. No Farm. No Beer.” The brand mark also ties back to the sad thought of a world without beer. An eye crying with a hop tear. Spots are geo-targeted to prospective customers in multiple markets across the U.S.
Brewers can contact Roy Farms and request to have their beer on tap to be part of this purpose-driven initiative. A custom No Beer tap handle and branded coasters help celebrate the people at hop farms around the world. Because without them there would be no farm and no beer.
- Design: boatBurner
- Creative Direction: boatBurner
- Art Direction: boatBurner
- Copywriting: boatBurner
- Account Management: boatBurner
- People Illustration: Franzi Paetzold
- Sound Design: Explosion Robinson
- Production House: Plural Films
- Printer: Belmark
- Client: Roy Farms
Pahnke GmbH & Co. KG