Featured image for Great Divide Artist Series Can Designed By Vicarel Studios

Great Divide Artist Series Can Designed By Vicarel Studios

by Chloe Gordon on 03/09/2021 | 3 Minute Read

Vicarel, the Denver-based creative studio, is the artist behind the design for the Great Divide Artist Series Can. The two Denver-based names teaming up together was a no-brainer to make the most authentic can on the shelf. The intentionally whimsical illustration style, along with the breezy color palette, inspires effortless daytime sipping, whether you're lying on the lake or hiking mountains. 


Illustrating Denver’s history for the packaging of a local best-selling beer.

Every year Great Divide teams up with a different artist to turn their iconic pale ale can into a work of art.

Capturing the juxtaposition of the Pike’s Peak Gold Rush (Denver's founding years) against current, modern-day Denver, this can tells the story of Denver, Colorado, old and new.

Founded in 1858, Denver's early years fell in the middle of the Victorian Era—a period characterized by elaborate and embellished typography. To capture modern-day Denver we took a more casual approach to illustrating classic "Denver stuff" such as mountains, the skyline, trees, and camping gear. The monoline illustration style is intentionally whimsical, and the density of these elements helps balance out the ornate and information-heavy designs on the front and sides of the can.

The bright color palette not only helps position this classic pale ale as an easy pool-side sipper, but also helps these cans stand out on shelf.

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