Flannel Pyjamas Grand Cru

In celebration of Camp Beer Co.'s anniversary and our evolving design direction, I set out to reimagine our fan-favourite Flannel Pyjamas brand as a limited-edition Grand Cru release. The goal was to create a one-off package that elevated both the beer and the visual storytelling, combining elegance, interactivity, and shelf appeal in one standout design.

Challenge

Create a unique, standalone package for Flannel Pyjamas Grand Cru that would represent our most ambitious design to date. It needed to push beyond conventional craft beer packaging with cutting-edge technology, high-end finishes, and storytelling elements that deepened the customer experience. All while remaining recognizably Camp.

Beautifully designed and unique. Great use of metallics and shape structure. Fonts nicely complement. Well done. Lise Hansen | Designer + Illustrator

Packaging Innovation

The label features intricate laser-cut patterns across a matte-coated metallic stock, revealing shimmering accents of the can beneath. Our signature Camp typography ensures clarity and brand consistency, while an elegant script adds contrast. A sleek flannel-inspired pattern ties back to the original Flannel Pyjamas identity. The colour palette of gold, black, white, and metallics was chosen to reflect premium quality and occasion.

"Beautiful, clean design." Jaime Cushnie, Director, Creative Services - The Show and Tell Agency

Interactive Engagement

To connect fans with the people and process behind the brew, we embedded a QR code directly onto the label. Scanning the code unlocks exclusive behind-the-scenes videos from our brewing team, offering an interactive layer that extends the story beyond the can.

"Use of metallic, colour restraint, A+. Love the flat pattern. Simplistic without being sparse." Heather Cranston, Creative Director @ Pulp + Paper

The Results

Flannel Pyjamas Grand Cru was awarded Bronze in the Single Packaging category at the 2024 Canada Beer Cup. Judges evaluated typography, layout, creativity, colour, and shelf presence - all areas where the design excelled. The slim line can, bold finishes, and multimedia interactivity delivered a memorable customer experience and reinforced Camp’s position as a leader in creative, premium craft beer branding.

Agency: In-house at Camp Beer Co.