Shiner
Holiday Cheer
Packaging Design
Overview:
Holiday Cheer is Shiner's top-selling seasonal beer. As it prepares for a packaging update, the new design should stay true to the brand’s identity, color palette, and other key elements to ensure recognition among loyal fans who eagerly anticipate its return each year.
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The Team:
Strategy: Hailey Kirkpatrick, TJ Simpson, Keith Mwangi
CD/AD: Alli French, Daniela Fernandez
Design Lead: Morgan Unroe
Designer: Elisabeth Klein
Video/Production: Jason Gade, Elizabeth Nelson
Mechanical Designer: Roxanne Ratliff
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Campaign Awards/Features:
Featured on AdAge Creative Campaigns
Featured on AdWeek's Best Holiday Ads of 2024
MediaPost Agency Daily
NYF Advertising Awards 2025 Shortlist - Shiner Holiday Cheer Fireplace Pack:
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Package and Product Design: Products & Services: Food & Drink
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Avant-Garde/Innovative: Package Design
Challenge:
Refresh the design to maintain its recognizability, ensuring it feels familiar to consumers. The update should capture the joy and magic of the holiday season, while remaining consistent with the layout of the brand’s other seasonal beers.
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Execution:
To capture the holiday spirit while reflecting the flavor profile, we designed pecan-shaped lightbulbs intertwined with garland and accented with snowflakes. The outer packaging continues the theme with brick accents framing the design and lockup, taking a more streamlined and simplified approach compared to previous years' designs.
Fireplace Pack Campaign
:30 Spotlight "Fence"
:15 Spotlight "Silent Night"
