International Beer Week (2/10 – 2/19) was the perfect time for Sierra Nevada to introduce the extension of Pale Ale as its first foray into cans. Auston Design Group has been working with the creative department at the brewery for the past year to extend the Pale Ale branding to cans and the twelve-pack carton. Sierra Nevada saw the expansion to cans as a great opportunity to make the Pale Ale more portable. Auston Design Group was asked to explore a broad range of solutions, ranging from very close in, to radical departures from the existing look and feel of the brand. A collection of the strongest of these concepts was put before focus groups. After much thought and consideration based on the learnings from the focus groups, as-well-as gut instinct, the brewery chose to stay true to the current Sierra Nevada Pale Ale graphics. We are proud to have been a part of this expansion, and are excited to enjoy these pale ale's in the wild.