NFL Hall of Famer Troy Aikman and his team developed a light beer with minimalism in mind. The design, created by Herman Scheer, is overly simple at first glance, yet discovering that the two navy squares make an “8” in the negative space instantly elevates the design. Like the beer, the packaging system is clean and unassuming, allowing the brand’s visuals to associate with the beer’s light qualities immediately.
Straight to the point simplicity. Thatâs how NFL Hall of Famer Troy Aikman and his team developed EIGHT, a light beer with only 90 calories and 2.6 grams of carbs. We developed the design system just the sameâno nonsense, clean, and direct.
