The Challenge for These Guys Brewing
With roots in historic downtown Norwich, Connecticut, These Guys Brewing Company is beloved for its creative, complex beers and lively atmosphere. But when the team began canning their brews, they faced a new challenge: how to carry their brand’s energy and story beyond the taproom—into homes and conversations.
OUR approach
We tapped into what makes These Guys special—from unique beer names and bold ingredients to their hometown pride. While pre-approved can art and tight timelines shaped the process, it opened the door to a fresh collaboration with AI.
Our team developed the creative strategy that tied it all together, ensuring every can told a consistent story while still standing out on its own. Experimenting with AI illustration tools, we created a lineup of label designs that amplify the brewery’s personality. Each one is a visual extension of the brand story: vibrant, expressive and unmistakably These Guys.
THE results
With cans on shelves and restaurant menus, These Guys have seen their brand come to life. Sales have skyrocketed, especially for wholesale accounts, and the team had to source more brewing equipment just to keep up with demand.