This was a brand development project for creating a craft beer brewery. The can focuses on ice fishing on this seasonal can to continue the fishing theme brand. The brands intended demographic is of blue collar workers, commonly found in the trades. The can design features a ruler to measure their catch and help them tell their tall tale. This Implies jokingly that the catch will be small enough to measure on the side of a can. The multi-pack is also a game of luck that the customer can make up their own small wagers to see who finds the one winning image can in the pack of six.