Wegmans "Craft Your Own Pack" Beer Caddy Packaging

The "Craft Your Own Pack" concept was born from the realization that consumers want to be able to sample new beers without having to commit to a full six pack.

I was tasked to design a six-pack holder that would both complement the aesthetics of the department, and also attract customers to this new and exciting program. The department concept was modeled after an old Irish or English pub, which in turn inspired the use of earthy textures and restrained typography.