The art of beer cans: a chat with designer Beth Hedrick

For Hedrick, whose usual roster of commissions ranges from stand-alone artist illustrations, to posters, to web design, this creative freedom came with a bit of introspection.

“Not having designed a beer can before, ever, the biggest challenge was trying to design for a special printing process — a challenge, but also a welcome learning experience.”

Oft times referred to as ‘aluminum art,’ Hedrick points out, “Beer cans are a three dimensional design. You have to keep in mind how a can is going to look from all different sides and on a curve. With things like posters, banners, and other designs that are on a flat surface, you only have one side and dimension to focus on.”

Beer bottles traditionally are on shelves inside a cardboard carry pack that clearly identifies name of brewery, name of beer. Cans, packaged in multiples of fours and sixes, are secured with a plastic topping that allows cans to swivel; with no secure wrapping to keep cans facing forward branding can disappear and what you see is the government warning or the story, in print too small to read from a shopper distance. 

Acknowledging the downside for cans, Valerie Green, marketing and events director, affirms, “At Flat12, we take care to make sure our six packs are displayed properly on our shelves and in our cooler, but in the retail stores, it is trickier."

During a recent trip to a grocery store, I verified Green’s assurance that “retail employees are trained in facing the products on shelves, and Tori [Luksha], our off-premise sales rep, will check our displays in each and every store she visits to make sure the cans are faced out and in date [for maximum freshness].” 

Nevertheless, if you’ve ever walked up and down a grocery or bottle shop aisle looking for a particular brand you want, all the while muttering, ‘I wish they’d make their cans more visible,’ Hedrick definitely has heard you via astute telepathy.

“There’s a lot that goes into gaining consumer attention on a store shelf,” says Hedrick, “but one of the biggest keys is to make an impact with the imagery and make sure the package design matches the product [a brewery is] selling.”

Hedrick adds that while “supplemental marketing materials, like shelf talkers, also help call attention to the product on the shelf,” you can’t count on these prompts; thus brand recognition has to be clear at a glance, and what one sees has to be inviting, even so far as to create a promise of tastiness.

“I always start my branding research by looking at the company’s online presence and product packaging; those are typically the most up to date and consistent design-wise,” says Hedrick. “I’ll typically ask about the branding I’ve found in my research, to make sure what I have in mind is actually the direction the company would like to move in.

“Flat12 already had an established look and an idea of how they wanted the cans to look overall,” explains Hedrick. “Their cans have a very classic layout and feel to them with vibrant colors and metal-looking textures in the designs. I think the imagery used on the cans tends to have an 'old school, cool' vibe, like the playing card on the Upside Down Blonde Ale or the blimp used on the Half Cycle IPA label.

“One of the biggest things used in showcasing the style of beer is the background color used on the can,” points out Hedrick. “For the Dan Patch Wit can we went with a golden yellow background and I added a nice complimentary blue to represent a blue ribbon. 

“I do a lot of research before I design something. Depending on the subject matter, I may only look at images (mainly for inspiration), or I’ll delve into the subject’s history and background,” comments Hedrick. 

“With the Dan Patch Wit can design, I wanted to be sure Dan Patch was represented accurately, not only physically, but from a historically relevant standpoint as well. Through my research, I found out that Dan Patch became an unlikely superstar horse at a time when harness racing was a top sport in the country [late 19th/early 20th centuries]. His name was on cereal boxes for crying out loud - he was kind of a big deal! There are tons of old racing posters and memorabilia online that I found very inspiring for the style of this image.” 

Dan Patch, described in harness racing lingo as a ‘Pacer,’ was born in 1896 on Dan Messner’s farm in Oxford, Indiana. According to newspaper descriptions, the shy, gentle horse became the world’s most famous athlete, setting as many records as his contemporary baseball great Ty Cobb, and reportedly earning more money than Cobb. 

In 1994 the Dan Patch Stakes was established at Hoosier Park as an annual August event. The Dan Patch Brewhouse opened at Hoosier Park in 2014 in honor of the famous race horse, along with the launch of the Flat12 Dan Patch Wit on draft; a Belgian-style easy drinker this wheat beer features a blend of chamomile, orange peel and coriander [4.7% ABV, 19 IBU].

Hedrick’s Dan Patch 12-ounce can design launched Aug. 11, 2017 in the Dan Patch Brewhouse at Hoosier Park Racing & Casino in Anderson, along with Hedrick’s re-design of Flat12’s Amber that went off the roster for a few years and made its comeback through popular demand.

“The Hello my Name is Amber can design naturally has a red background,” comments Hedrick. “Flat12 wanted a female character that wasn’t too cartoon-y and suggested she be a mechanic to stick with the Flat12 racing/car/engine theme. I wanted to create an Amber character that was strong, smart and empowered. I drew inspiration from one of the strongest female images in history, Rosie the Riveter! We went back and forth through several different versions of Amber (in one draft she had bright pink hair and tattoos) and agreed on a character that looked down to earth, friendly and strong. [Of the two beer can designs I’ve done] it is my favorite."

An Indianapolis native, Hedrick has a BFA with a focus on Visual Communication/Graphic Design from Ball State University.

“I’ve been in the graphic design field for a decade and have worked on a myriad of projects from posters, websites, banners, logos, t-shirts and more for a wide range of companies. Every new project is a challenge and a chance to try something new. I love that about being a graphic designer,” comments Hedrick. 

“When the client is giving you guidelines and subject matter to work with, you’re challenged to meet their wants/needs while still creating work that’s uniquely your own and something you can be proud of. Some of my more popular work recently in Indy has been for the Virginia Avenue Music Fest (formerly Virginia Avenue Folk Fest), Square Cat Vinyl’s branding, and now some Flat12 can designs. It’s so awesome to see one of my designs in public,” she added.  “Sometimes when you’re designing something it doesn’t seem quite real on the computer, but seeing it printed and in use makes the design very real. I especially get excited to see people wearing any of the t-shirt designs I’ve made - to know that they liked the design enough to wear it on their body, puts the biggest smile on my face.” 

At the moment for Beth Hedrick, seeing someone hold a Flat12 Dan Patch Wit or Hello My Name is Amber can will bring forth an even bigger than the biggest of smiles.

Beer cans in-hand are the focus at the 5th Annual Sun King CANvitational, Sept. 9, starting at noon for VIP entry, 1 p.m. GA; at Georgia St. and the Pan Am Plaza in Downtown Indianapolis. Representatives from over 65 breweries nationwide tout their beers and can designs. Everyone welcomes a conversation with patrons.

Latest word from Elizabeth Belange, Sun King Brewery spokesperson: “Sun King has invited quite a few new breweries this year, including Kenai River Brewing from Alaska.”

Proceeds from CANvitationl 2017 benefit:

Art with a Heart • Gleaners • IndyHub • Indy City Market, Joy’s House • Little Red Door • Outreach Inc. • Second Helpings