Manufactur created the identity for Half Past that, if you ask me, brings the world of canned hard seltzers the personality we’ve all been waiting for. Compared to any other packaging in the same category, Half Past goes above in beyond. With a cheery and yet witty vibe, there’s something special about how these cans look as though they could fit effortlessly in the hands of an of-age TikTok-er OR your dad that unironically wears Birkenstocks with socks paired with cargo shorts. The color combinations are drool-worthy, and the unexpected typographical elements add a surprise component that I didn’t know our aluminum cans needed.
Half Past came to us with just a name and a vibe. When we set out to create an identity for them that included everything a brand needs: Logo, Suite of Brand Assets, Can Design, Brand Bible, and Website. We knew we wanted to make something emblematic and iconic. When someone spotted a Half Past can, we wanted it to have the power to transport them to an easier time — a place that sparked joy — whenever and wherever that might be. We landed on an identity that harbors a mid-century sensibility but with a spontaneous “for a better whenever” spirit.
We created a can that felt unexpected but also comfortable and familiar. We waned to create something that stood out on the crowded seltzer isle and spoke to a level of quality, without coming across too to niche and high-end.
Since seltzer is usually purchased in boxes we also need the box to be informative yet still stand out on the shelf and speak to the brand vibe.
