366 Cans Challenge To Send Off 2020

by Shawn Binder on 02/01/2021 | 3 Minute Read

The idea of designing 366 cans makes me break out in a cold sweat. Clearly, I'm not as ambitious as Design firm Studio Blackthorns.

The studio wanted a playful way to send off a harrowing year, so they put their design brains to the test by crafting a new can design every day for a year. Unless you hate fun, chances are you'll find at least one (or 20) of their creations that resonates with you. This herculean feat is a good reminder that even in the darkest of times, creativity can bring us together.


We started a challenge to celebrate Studio Blackthorns 10th anniversary: designing a can a day in 2020.

We were proud to celebrate our 10th anniversary in 2020, and decided to celebrate with an ambitious challenge to help put behind what’s been a very forgettable year. The principle was to design a can a day for 366 days. Cans are booming right now, so we wanted to empower each individual brand with an array of fresh, bold and edgy concepts. Some concepts minimalist, some overcharged and some with augmented reality. The challenge covered all kinds of beverages from beers, wines, spirits and hard seltzers, to non-alcoholic drinks like coffees, sodas, CBD-infused potions etc. This project was more than just designing cans, it was about harnessing the power of design and strategic-thinking to create next-level brands.

As a Strategic and Design firm, it was a fun and rewarding challenge which used only cans because we love the visual aspect of them and the space provided to express ourselves. Cans are not as environmentally friendly than glass bottles despite many positives and negatives. With that said, the best action in future is to manufacture less packaging and go on a greener journey. Sustainable packaging is the future. We can’t deny it, the packaging industry can and must play an important role in the protection of the environment. More and more zero-waste packaging concepts are on the way. Agencies and brands must promote packaging that’s both good for you and good for the environment. We have already seen great eco-friendly innovations such as compostable wine bottles, edible plastic film fruit coverings or water-soluble packaging solutions. Let's embrace this sustainable direction. Let's get better together!

Ludovic Mornand, Founder of Studio Blackthorns

Website's project: http://366canschallenge.com

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