Record label and Pacific Northwest craft brew team up
Crown and Fort George engage consumers with packaging that connects them to art and music
In celebration of the spirit, flavor and sound of the Northwest U.S., Astoria, Oregon-based Fort George Brewery partnered with Tender Loving Empire, a consignment shop, screen printer and record label representing artists in the region, and CROWN Beverage Packaging North America, a business unit of Crown Holdings, Inc. (Crown) (crowncork.com), on a unique marketing program.
A seasonal brew called Tender Loving Empire NWPA (Northwest Pale Ale) packaged in cans from Crown is the central component of the campaign. Tender Loving Empire designer, Andrew Sloan collaborated with Josh Berger of PLAZM design for the NWPA Wooden Sunset can made from various wooden elements combined to look like a coastal sunset. Fort George leveraged Crown’s printing expertise to help translate these artistic renderings into a final design that could be produced on cans while staying true to the vision of the project’s many collaborators. The cans also feature a sticker with a special code for free downloads of music from artists on the Tender Loving Empire label. The partnership took one step further with the production of four music videos that were filmed on the Columbia River from Portland all the way to around the canning line itself.