The story behind the label

Good Night Out Vancouver partnered with Yellow Dog Brewing, Moody Ales, Twin Sails Brewing, and Parkside Brewery to launch a beer in support of anti-harassment efforts in the Vancouver nightlife scene during Sexual Assault Awareness month in April 2018. The Result? A sold-out beer. The twist? Each can had one of 75 different messages from Statistics Canada data about sexual assault.

Each can of the citrus ale was packaged in a tall peach-tinted can, with every can featuring a peel- off GNO sticker and a fact about sexual assault or harassment. Where did this idea come from? A collaboration with Summit Labels.

When Good Night Out Vancouver approached us about creating a custom label for the collaboration ale, we knew the label needed to do more than look good—it needed to say something. Working with GNO, we brainstormed and threw ideas on the table and the result was something truly amazing. We created a double-layered label with a special adhesive and die cut to create a “peel off” sticker, revealing a saying or fact about sexual harassment and assault. The kicker? We wanted to use a rotation of 75 different messages to create a bigger conversation and, together, we succeeded. The campaign blew up on social media and the beer sold-out in under a week.

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We’ve been working with Summit since opening our doors and these guys are absolutely killing it in today’s label game. We wanted to come up with something very special on this collaboration with Good Night Out and the rest of the Brewers Row crew in Port Moody. We turned to Summit and came up with this idea to have a STICKER within a LABEL!! No one else comes close to the level of creativity and innovation these guys come up with on a regular basis and I can’t say enough good things about their team. They were a big part of the crazy success of GNO collaboration.
Cody Allmin
Director of Sales and Marketing
Twin Sails Brewing
  • This isn’t your average label.  Each can has one of 75 different messages from Statistics Canada data about sexual assault.
  • We created a double-layered label with a special adhesive and die cut to create a “peel off” sticker for GNO Vancouver.

Tech
Specs.

  • Client: 
    Good Night Out Vancouver
  • Industry: 
    Community organization
  • Print Techniques: 
    Double Layered label, special adhesive, custom die cut
  • Materials: 
    Double Layered label
  • Results: 
    Sexual assault and harassment awareness, viral campaign, sold out collaboration ale