Cape May Light

Campaign • Packaging • Copywriting • Art Direction
Studio: Canales & Co • Creative Director: Jose Canales
Additional design & DIRECTION by JEN LIGHT, WILL CHAU, AND THE whole foods internal creative TEAM
Studio: Canales & Co • Creative Director: Jose Canales
Studio: Canales & Co • Creative Director: Jose Canales
INTERIORS BY CHEYENNE BRADFORD AND CHRISTINA CANALES
PHOTOS BY Daniel Kellhegan
Cape May is the quintessential American summer town, where people from all over gather to experience the beaches, boardwalks, and idyllic architecture. Cape May Brewing Co., New Jersey's largest craft brewery, brewed their first light beer to tap into a market that loves craft but grows ever-increasingly calorie averse, and the brewery needed a campaign to get the product off the ground and into people's coolers. I led the development from concept to can to copy, building off the brand's established foundation while creating a uniquely refreshing character inspired by good old fashioned editorial beer ads.

The Purpose

The New Jersey market was fertile ground for a craft light beer. While Cape May Brewing Co. had the opportunity to be a leader in the category, awareness was low and skepticism was high - craft flavor and low carb/cals were seen as mutually exclusive. We needed to create packaging that promised both, and back it up with a campaign push to get the word out, while maintaining the brand spirit that Cape May is known and loved for.

The Process

To launch the light beer without losing equity, I kept the flagship series' bowtie container and rotated it into a horizontal band for a look that was instantly familiar and clearly distinct. A bright, minimal palette and classic-feeling wordmark signal “easy drinking” while staying crafted. The campaign borrows the clean vernacular of vintage magazine ads and revolves around “Flavor that Floats,” a line that frames both craft flavor and light beer's... well, lightness. Extension ideas put the beer where it lives best: bike jerseys, beach volleyballs, floaties (for people and cans) and more.

The Result

The outcome was a successful and impactful launch that offered the best of both worlds without compromise. The fresh look resonated with fans, prompting social comments like "Love this graphic", "LOVE IT ! Love the new can too 👍 🍻" and the highest praise of "Hell yeah!!". Campaign extensions seamlessly worked in placements that appealed to craft fans, summer beachgoers, and calorie-conscious active drinkers. The overall approach was new and attention-grabbing in the region while not betraying the brand's pillars of quality and nostalgia that fans knew and loved.

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