We had a lot of fun creating the new signature for Mac’s cans - taking an iconic identity and finding a way to make it new, without losing what Lion likes to call its ‘distinctive brand assets’. The thing about cans is that they just make the liquid even better, so we took the standout Mac’s silhouettes and made them ‘more’. We started inventing the worlds of each beer. Branding-wise it was like a metaphorical shift from seeing the signpost, to entering the place. A kind of virtual reality place. For a heightened experience. The Mac’s team are always heavily involved in the conceptualisation of their beers and the stories that wrap around them, and there’s nothing better than riffing off one another to multiply the inspiration.
