Sweetwater Brewery: 420 Strain: G13 IPA packaging by 22squared

Agency: 22squared
Date: Oct 2018
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Sweetwater Brewing Company has tapped 22squared in creating the beer-maker's first-ever cannabis strain flavored drink, called '420 Strain: G13 IPA.'

“Brands typically approach ad agencies for messaging and campaign development after the product has been established," says John Stapleton, director of innovation and design at 22squared. "In this case, we were the integral partner on the product from its inception.”

With design help from New Uniform, the packaging for the new beer features a skinned version of Sweetwater's trout icon and a smokey backdrop to evoke cannabis culture. The six-pack carrier copy reads, "G13 Strain IPA is a strange new brew indeed. We took an already dank IPA and married its hops with strain specific terpenes and natural hemp-type flavor. The result is an aromatic super-hybrid sticky IPA that’s ready to rip."


Client: SweetWater Brewing Company

Campaign Title: 420 Strain: G13 IPA

Agency: 22squared

Agency Location: Atlanta

Executive Creative Director: John Stapleton

Creative Director: Curt Mueller, Dan Brown

Copywriter: Curt Mueller

Designer: New Uniform

Account Director: Scott Cooley

Production/Maker Studio: Alok Nath

Photographer: Uchechi Anusiem