CASE STUDY - TSB JACK'D UP - Moxie Creative

Case Study - Jack’d Up Packaging Redesign

Third Street Brewhouse

Deliciously Deviant

When Third Street Brewhouse set out to make an autumn ale, they wanted to craft a beer that was decidedly different from other pumpkin beers on the market. With a subtle blend of traditional seasonal spices like nutmeg, cinnamon, and vanilla, Jack’d Up Autumn Ale is no ordinary beer; in fact, it’s deliciously deviant.


This rebel-of-a-pumpkin-beer called for a design that was beyond traditional – and we were up for the challenge. Jack O – as we lovingly call him – was drawn with a mysterious grin, giving us more trick vibes than treat, and making us wonder, “What is he up to?” We hope this peaks a customer’s curiosity as they make their choices among so many craft beer brands.

The trees, landscape, pumpkins and spices are represented by silhouettes, keeping the background simple and allowing Jack O to take center stage. This design is reminiscent of Scherenschnitte, the art of paper cutting founded in Switzerland and Germany in the 16th century. This helps give this relatively young brand a sense of the deep brewing history that went into their products.
We incorporated established brand elements and graphic effects into this updated look while maintaining the sense of playfulness from the original. Textures and custom hand lettering connect this seasonal ale to Third Street’s family of brands while allowing it to be unique on its own.
Finally, a modern take on a fall palette of golds, burgundy and burnt oranges make Jack’d Up immediately recognizable.