Jimmy Red Southern Steam Lager

Excited to share the latest can design for Harding House Brewing Co. — Jimmy Red Southern Steam Lager.

This is my favorite can design to date, and I'm pretty passionate about how the design came to be. Read on if you're curious...

Harding House is focused on brewing farm-to-tap beers to support local agriculture, heirloom produce, and being a positive force for change in the community. Jimmy Red Southern Steam Lager is one such beer — its production supports farmers growing this nearly-extinct heirloom corn variety, while focusing on creating a delicious finished product.

The design of the cans stems from the history of this corn and the impact of selecting heirloom produce:

• I used my custom 'Heirloom Condensed' font to spell out "Jimmy Red" in lettering reminiscent of pre-prohibition seed packets and grain bags, calling back to the time when Jimmy Red corn was more widely grown and used.

• The custom illustration in the background nods to the regional agriculture and farmers focused on preserving heritage Southern foodways and regenerative farming practices that are directly supported by the purchase and use of Jimmy Red corn.

• The bright pop of red on the can mimics the beautiful red color of this unique corn variety, while serving as an impactful on-shelf display.

If you read this far, I owe you a beer 😅

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