Athletic Brewing "Cold Off The Press"

About this packaging

Athletic Brewing’s “Cold Off The Press” is a limited pils in a can created with olive-oil brand Graza. The selected image makes the collaboration legible through paired wordmarks and a deliberately busy olive-green illustration field.

Athletic describes this limited collaboration with Graza as a non-alcoholic pils brewed with extra-virgin olive oil and offered in a six-pack.[1]

Pack construction & use

Primary container: The photograph shows a cylindrical can marked 12 fl oz (355 mL), with exposed silver-colored rims above and below the illustrated body. The secondary six-pack construction is not shown.Observed in the reference photograph
Front graphics: Athletic Brewing and Graza names sit side by side above the product name. The front also spells out the olive-oil collaboration and marks the drink as non-alcoholic.Observed in the reference photograph

What makes the design work

Editorial analysis of this packaging reference.

An unusual ingredient becomes the visual premise

Olives, oil droplets and small character drawings build a dense field around the can. These ingredient cues make the unusual collaboration recognizable before the longer description is read.

A large name survives the surrounding detail

“Cold Off The Press” occupies the central panel in oversized, outlined lettering, with the second line set on a slight arc. Small marks and doodles fill the margins, while this central title remains the clear first read at can scale.

The product shot extends the green palette

The lime-olive background of the selected campaign image continues the can’s dominant green, while the golden drink and foam provide contrast. The packshot therefore connects the container color to the beverage moment without requiring a separate explanatory graphic.

Ideas for your next brief

Give a cross-category collaboration a clear front-panel cue by placing both partner names together and tying the illustration to the shared ingredient.
Keep the product name large and centrally grouped when surrounding it with dense, playful line art.
Use the campaign setting to echo a pack’s dominant hue, while a contrasting product color keeps the can readable.