A fan-favourite Camp Beer Co. release, reimagined as a limited-edition Grand Cru. Laser-cut metallic stock, a flannel pattern pulled from the original identity, and a QR code that opened the brewhouse door. It took Bronze at the 2024 Canada Beer Cup.
Every brand has one product the regulars are protective of. At Camp Beer Co. that was Flannel Pyjamas - a beer people had a relationship with before we ever touched the packaging.
So when the anniversary came round and we wanted to do a limited-edition Grand Cru release, the brief carried a specific tension. Push the craft further than anything we had produced. Make it feel like an occasion. And do not make it feel like a different brand.
That last part is where most limited editions go wrong. They treat the special release as permission to abandon the identity, and what comes back is a beautiful can nobody recognises.
The challenge
Build a standalone package for Flannel Pyjamas Grand Cru that represented our most ambitious design to date - cutting-edge production, high-end finishes, and a storytelling layer that extended past the shelf. All while remaining unmistakably Camp.
Beautifully designed and unique. Great use of metallics and shape structure. Fonts nicely complement. Well done.
- Lise Hansen, Designer + Illustrator
The packaging
The label runs intricate laser-cut patterns across a matte-coated metallic stock, so the shimmer of the can beneath reads through the cuts rather than being printed on top of them. The effect changes as the can turns in your hand. You cannot fake that with ink.
Our signature Camp typography holds the clarity and the brand continuity. An elegant script sits against it for contrast - enough to signal occasion, not so much that it becomes a different voice. The flannel-inspired pattern ties directly back to the original Flannel Pyjamas identity, which is the thread that keeps the whole thing recognisable.
The palette stayed tight: gold, black, white, metallics. Restraint was doing real work here. In a category where limited editions tend to reach for more - more colour, more foil, more everything - the discipline is what reads as premium.
Beautiful, clean design.
- Jaime Cushnie, Director, Creative Services, The Show and Tell Agency
The interactive layer
We embedded a QR code directly on the label, opening into exclusive behind-the-scenes video from the brewing team.
This was not a novelty. Camp had already built its brand on the people behind the beer, and a Grand Cru release is exactly the moment someone is most curious about how it was made. The code turned a thirty-second shelf interaction into a five-minute one, and it put the brewers - the actual reason the beer is good - in front of the person holding the can.
Use of metallic, colour restraint, A+. Love the flat pattern. Simplistic without being sparse.
- Heather Cranston, Creative Director, Pulp + Paper
The result
Flannel Pyjamas Grand Cru was awarded Bronze in the Single Packaging category at the 2024 Canada Beer Cup.Judging assessed typography, layout, creativity, colour and shelf presence.
The slim-line can, the finish work and the multimedia layer did what a limited edition is supposed to do - gave the regulars something worth keeping, and gave everyone else a reason to look twice.
A limited edition is not a chance to escape your brand. It is a chance to prove how far it can stretch without breaking.
Agency: In-house at Camp Beer Co.