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.