Brooklyn Brewery wins inaugural Undergraduate Can of the Year award

In partnership with Edge Hill University, Can Makers UK has announced the inaugural winner of the Undergraduate Can of the Year award. The winner, Brooklyn Brewery, was selected by Edge Hill University graphic design undergraduates for its Pulp Art can design, which students felt was the most appealing design for Gen Z consumers.

This award expands the Can Makers’ commitment to celebrating creative excellence in the canned drinks sector and builds on the ongoing success of the twice yearly Design Accolades’ programme. The initiative offers insight about how younger consumers engage with brands, and how brands can differentiate more effectively in specific market segments.

To launch the initiative, Can Makers UK invited students from Edge Hill University to review entries from the two recent rounds of the Design Accolades. Each can was judged by the students, based on a range of criteria including shelf standout, originality, visual appeal and design complexity. Brooklyn Brewery’s Pulp Art Hazy IPA emerged as the clear favourite.

Jenna Gardener, Edge Hill University senior lecturer, said: ‘The students were impressed by all of the can designs submitted, but felt that the shelf standout and visual appeal of the Pulp Art can design were outstanding. The vibrant but restrained design caught their attention immediately and stayed at the centre of their discussions. In particular, the students agreed that the simplicity of the design resulted in a vibrant and highly engaging design guaranteed to stand out.

Many of the students also highlighted the logotype as a strong use of typographic form. It stood out to them as a key feature that helped define the design and contribute to its overall impact.

John O’Maoileoin, chairman of the Can Makers, said: ‘This initiative has offered valuable insights into what resonates with younger consumers. The students made it clear that eye catching visuals and a clear design narrative remain key to how they respond to packaging.

‘The beverage can naturally lends itself to this. Its 360 degree surface gives designers the freedom to use the full packaging to develop artwork that tells a story and is coherent. The smooth finish supports high quality printing and strong colour reproduction. These qualities help ensure that the design’s impact is carried through from concept to shelf.’

The Undergraduate Can of the Year’ will become an annual award presented alongside the Can Makers existing Design Accolades. It will continue to stand apart as an initiative that recognises the designs that resonate most clearly with the younger consumers, celebrating the evolving tastes and visual expectations that are shaping the future of the canned beverage market.