Brewing Brand that Appeal to Gamer Culture

For New Era Brewing, a Calgary-based brewery, Guns Creative needed an identity that would appeal to gamer culture, the core of their GAMER brand.

The inaugural brews, “Hero Lager“ and “Knight IPA,” score critical hits on a number of levels. The Gamer wordmark features drop points on the G and R, common in 80’s metal and indie culture.

The purple/magenta colour scheme of Hero is heavily inspired by the modern synthwave scene alongside ’80s culture. The Hero is silhouetted against purple spotlights, he’s a hero in the modern sense of gamer rockstars. The point of the M draws the eye down through the design into the minimalist lettering at the base of the can.

Gamer Knight IPA PREP

In contrast, the Knight is a classic armoured battle brand, charging through the dragonfire on his way to glory. Hues of orange cut through grey-blue against a dragon hidden in the black space for big, bold contrast in this design. Where the Hero is standing still, the Knight is in motion, in the midst of a fiery explosion of flavour common to the Western-Canadian IPA.

Gamer Knight IPA PREP

Overall, the designs draw on nostalgic gamer culture to bring buyers in, and finish with depth of detail alongside dynamic illustrative elements and a bold colour palette.

Brackets Graphics_Gamer_New Era Brewing_Packaging Designing_02

Design: Guns Creative