From the Nominator

The University of Calgary's athletics department collaborated with The Mash (Half Hitch Brewing) to create a beer can label for Dinos Athletics. The partnership, part of a new agreement, involved The Mash producing a private label beer for us. We aimed to build Dinos Athletics' brand identity through the design, incorporating our mascot Rex and the Dinos theme. The label, named "Fossil Fuel," was a creative fusion of sports imagery and dinosaur elements. This playful design captured the essence of various university sports in a thematic and memorable way. The name added a touch of fun, fitting seamlessly with the Dinos branding. The result was a unique beer can label that not only met partnership requirements but also contributed significantly to our branding efforts. Fossil Fuel now represents more than just a beverage; it embodies the spirit of our university and its athletic programs. This collaboration strengthened our partnership with The Mash and provided increased visibility within our community. Crafting this label was more than a design task; it was about creating a symbol that resonates with our university's identity. Through Fossil Fuel, we've established a memorable representation of Dinos Athletics, showcasing our creativity and spirit. This project stands as a testament to the power of collaboration in building brand identity and fostering meaningful partnerships.

From the Judges

This was a fun and clever design concept that hit the mark for the audience. Judges imagined that a lot of sports fans would appreciate this custom can design, complete with "buried fossils" to find in the design. The font and color choices were pleasing. The can felt a bit more like an energy drink than a beer, but perhaps that was intentional.