Kindling is a beer brewed to give back. At the brand level, it represents Odell Brewing’s dedication to giving 1% of all revenue to local causes. At the community level, Kindling is a born storyteller, designed to ignite conversation, spark action and amplify the voices of small local causes we may have never heard of.
From early in the design process, our instinct was to play with elements of light and dark and ultimately decided to make the beer name itself the hero illustration and "beacon of light” to illuminate the rest of the can. We turned the “i” into a torch and hand-drew our own letterforms to figure out how they interact together in space. To build out our world within a world, we leaned on Odell’s philanthropy pillars of humanity, equity and environment and sought plants, animals and insects that had a symbolism to reflect those values.
In addition to naming the beer and designing the can, we had the privilege of spending time with the local organizations Kindling would directly benefit and use its platform to elevate their stories. If you have the time, we encourage you to watch these films about extraordinary people doing extraordinary work.
Design
Josh Jevons, Designer
Noah Clark, Creative Director & Art Director
Mona Caron, Illustrator
Films
Jesse Levine, Director
Fabien Dodard, Animation
Noah Clark, Creative Director & Art Director/Writer
Jen Kubis, Account Director & Producer