Design I Like: Forgotten Boardwalk’s Fun, Functional Design

Craft brewery in Cherry Hill, N.J., taps into Jersey Shore lore with whimsy and wit on packaging design

These days, the design on the label of a beer can is generally pretty busy … and boring. Very few designs, if any, tell a story beyond a biography. Others, divergent in style by variety, simply exclaim flowery yet vague descriptions about its recipe.

So, it was a pleasant surprise when I spotted a stash of Forgotten Boardwalk Brewing Co. six-packs at the supermarket. I felt as though I had found buried treasure.

Forgotten Boardwalk Brewing Co.’s design dazzles across 4 different styles of their beer.

Upon further examination of the cans, I am dazzled by:

  1. The illustrative style. It’s fun, whimsical and full of charm. Each can engages you in a story of the offbeat brand’s nostalgic Jersey Shore inspirations.
  2. The discipline. Each style of beer, while cast in different colors and illustrations, sticks to a rigid architecture across the board. The logos, illustrations, text and backgrounds adhere to a grid, which elevates the content of the design. Most beer labels are overloaded with flashy graphics.
  3. The use of color. The designer uses a single color to differentiate styles of beer, from the Imperial IPA known as Pocket Trick set in a vibrant red, to Morro Castle, the brewery’s Smoked Porter, cast in a sooty brown.
  4. The typography. It’s clean, consistent and practical, thanks to use of a limited font palette.

It can’t hurt that the beer is really terrific, too.

Like what you read? Give Shawn Weston a round of applause.

From a quick cheer to a standing ovation, clap to show how much you enjoyed this story.