Aaron McKirdy

In an industry that at times feels like it’s resting on its laurels, our new can designs needed to be not only deep, but something rich and layered with meaning. Something that not only harnesses the brand idea of abandonment, but also creates a transcendent emotional connection with consumers.

We asked ourselves — what if a beer can could trigger a sense of childhood innocence? Refresh a weary mind, worn down with life’s trials and inequity? Remove the mask of judgment and prejudice born out of the struggle to understand the fellow man on anything more than a purely superficial level? Bring people together while raising a middle finger to conventional design sensibilities through embracing childhood nostalgia? And… simultaneously convey the world’s dumbest pun?

Introducing Abandoned Bears — Don’t overthink it.