13 is an inherently unlucky number, but this brewery is reclaiming the number’s fate. Magic 13 worked with Mellow & Banana to design a packaging system that could not only allow the number to become less intimidating but also create a beer can that could stand out against its thousands and thousands of competitors. The two-toned cans, intricate illustrations, and thick typeface all work together to create an unarguably interesting can, sure to make drinkers feel a little more open to a previously jinxed number.

The brand: Magic 13 is a craft brewery in the Magic City district in Miami. A new spot that offers amazing experiences and a variety of flavors for all. A space to learn and enjoy beer in a fun environment, where 13 stops being a controversial number, and becomes a magical one. Solution: Magic 13 becomes an experiential brewery, where the number 13 is powerful, magical and surprising.