Powell Brewery – Streets Ahead



Things move quickly in the world of craft beer and if you ain’t innovatin’ you ain’t … Win-o-vatin’. That’s what they say, right? With an endless stream of novel beers hitting the shelves every week, new breweries opening on every street corner and underdogs like Superflux and Boombox rapidly evolving into alpha dogs, breweries can seemingly no longer rely on even the most appealing of core beer ranges if they want to compete.

One brewery taking up the gauntlet is Powell, a Vancouver favourite with a phenomenal, multi-award winning core range, who have come out of 2018’s starting gates absolutely screaming with a series of exceptional seasonal releases. Until recently Powell Brewery’s seasonal releases generally found their way into bottles, but this year the brewery has taken a solid two-footed leap onto the Canned Wagon, producing some visually stunning, pattern heavy, pressure sensitive beer labels that are every bit as appealing as the brilliant beers within.

Lemonade Stand Berliner-web
Southern Belle Berlinerweb

It seems fitting that I get to gush about Powell’s labels at this particular point in time as it marks, almost to the day, a year of working in the world of cans. My second ever canning run was at Powell, canning their delicious Dive Bomb and Cheeky Session ale. A pair of slightly dented cans from that day still sit front and centre in my can display at home. I remember thinking how rad the cans were, particularly Dive Bomb, and being stoked to be a part of the process. But I also vividly remember spotting a can of their American Farmhouse IPA, a collaboration with Four Winds with an absolutely gorgeous label featuring a dreamy gradient and some faded geometry that evokes the phenomenal Pacific sunsets that paint the mountains pink on the regular... It ticked all the boxes for me back when I was fresh off the boat from England, and still does now.

A post shared by Powell Brewery (@powellbeer) on

Safe to say, I’m pretty gosh darn happy they’ve thrown themselves full force into the world of limited release cans again. Especially when they look this good.


I got in touch with David Bowkett, Owner/Brewer at Powell, and tried to keep my gushing to a minimum and find out a bit more. Read on for the interview!



Firstly, David, I'm a big fan of Powell's look as it is, but I'm definitely feeling the direction of these (presumably) limited release beers as I'm sure a lot of Vancouver is. What prompted you to veer so wildly from the Powell core aesthetic?

Our plan this year is to innovate and experiment a whole bunch. With this in mind we planned to release a new beer every two weeks. We’ll still have our core brands on the shelves, so deciding to choose a new aesthetic for these limited releases made sense. It gives the customer a clear visual difference between the two.

What or who inspires the patterns on your labels?

I take inspiration from a lot of sources. I’ll always try to use the beer or it’s origin to drive the label design. Our newest beer “Norwegian Sun” takes its colour and pattern from the Norwegian Flag in an abstract way. The labels for the “Lemonade Stand” and “Southern Belle” beers, being of similar style, use the fruit as the focus for the pattern.

Tropical Daydreams DH Sour - web

Do you have any thoughts on the battle for shelf space with so many different approaches to can design coming from an ever-growing number of breweries?

It’s getting competitive out there, that’s why creating eye catching beer labels is so important. It draws people in and gets them looking and reading about the beers. Design can only go so far though, the product behind the beautiful label needs to be just as great.

How big a role do you think breweries have to play in the local creative community?

I think we play a big role. Often times we’re the beverage of choice at music events, art shows, and community gatherings. We make a delicious beverage that helps as a social lubricant. And, a lot of us in the beer industry come from the local creative community in one way or another, so it’s no doubt that we feel like we’re a big part of it.

Is there anyone out there who you think is really killing it right now in terms of beer branding/can design?

A lot of breweries have their branding on point, but there are a few that stand out from the rest. The obvious ones for cans are Twin Sails and Superflux, but others like Steel & Oak, Yellow Dog, Strange Fellows, and Four Winds all have strong brands and can designs.


Thanks David!


Keep your eyes glued to the Powell Brewery Instagram and make sure you don't miss any of their new releases!

While you're waiting, why not check out some of the other beer brands that are absolutely crushing it?

Some of my favourite beer can designs of 2017, Justin Longoz' Notus Series for Four Winds

A masterclass in craft beer branding and copywriting from Strangefellows' Christine Moulson

Four Winds Fresh Hop & Blackberry Jam

Fresh to Death

Well, those fine folks over at Four Winds just keep on giving don’t they? Off the back of their summer success with the Notus series, they’re flying into fall with a couple more stunners, the Fresh Hop Wild Ale and their newest release, “Blackberry Jam”.

Fresh Hop sticks with the clean, minimal vibe we saw in the Notus series but shifts things away from the abstract realm to shine the spotlight on the star of the show, fresh BC hops. Rich, 70’s lawn tennis club greens evoke a real earthy freshness, perfect for a green hop beer.

Likewise, deep, sticky jam purples contrast an array of soft greens to give Blackberry Jam that bramble bush feel. Just looking at the label you know how this beer is going to taste. I feel like I want to lick the can.

Here’s what Justin Longoz, Four Winds’ resident designer, had to say:

Photo provided by Four Winds Brewing Co.

Blackberry Jam

The Blackberry Jam can is one of my favourite designs. The design itself is actually just “jam” drops of various sizes laid over the top of one another. I re-coloured the cross-sections where the drops overlapped with colours that popped and said “Blackberry” to me, generating this pattern. From there, I wanted to push the design a bit further and laid out 3 drops for the printers to cut out from the label before putting the gloss finishing layer over the whole label. The cut-outs reveal the aluminum can under the label giving an added shimmer to the glossy finish.

Photo provided by Four Winds Brewing Co.

Fresh Hop Wild Ale

With the Fresh Hop Wild Ale can I wanted to keep the focus on the hops and their nice lush, green colour. I used these two elements as the backbone for the design. The rising hop box puts the spotlight directly on the hop. Past that I didn’t want anything else distracting from the hop design, which is why we pushed all of the copy to either side of the label. Then I put a box around the rising hop to sort of say “this is the most important part of this beer”. The thing I like the most about this design is that it has a sort of 70’s/80’s TV company logo animation with an upward fluttering sound, like the retro PBS animations or the classic TVS animation. I know it sounds weird. But I had those fluttery computer sounds running through my head when I made this label.


Like what you see? You'll love our interview with Justin about the Four Winds Notus Series cans!

After more great Vancouver breweries? Meet Christine Moulson of Strange Fellows Brewing!

The Notus Series – Four Winds Brewing Co

Four Winds Notus Series designed by Justin Longoz. Photos by Alison Page

Four Winds Brewing company have one of the most instantly recognisable brand identities in the BC Craft market. Created by Andy Dixon back in 2014, Four Winds’ packaging designs often feature bright ‘n’ bold geometric patterns tempered by an elegant, almost regal blue which has since become synonymous with the brand. A couple of years ago, the immensely talented Justin Longoz stepped in as Four Winds’ resident designer and has done a tremendous job of not just maintaining, but building on and developing the Four Winds brand. This summer, the Delta based brewery dipped a toe into the world of canning with the stunning Notus series – four incredibly drinkable summer six-packs, featuring Longoz’s stellar design work.

These cans took my breath away when they first arrived in the warehouse and I still catch myself staring vacantly into their vortex of colours on the regular. Hell, it’s become such an issue that the last one to leave at night has to do a final sweep of the warehouse to make sure I'm not still standing around drooling. In a vain bid to break the spell these cans have cast over me, I got talking to the genius behind these alluring little vessels to see what he had to say for himself:

Four Winds Notus Series designed by Justin Longoz. Photos by Alison Page

Hey Justin! The Notus series cans are absolutely stunning. Are your designs for the series inspired by anything or anyone in particular?

With the Notus series, I knew I wanted to do simple geometric shapes and bright colours on white backgrounds because I hadn’t really seen anyone in BC doing that yet and I knew that would stand out. I knew I wanted to start doing labels with no words on the front like I had seen with the works of label designers from European craft breweries. Keith Shore of Mikkeller, Karl Grandin of Omnipollo and Kasper Ledet of To Øl are the three designers that definitely come to mind right away. I like the idea of creating simple and eye-catching imagery that leaves people thinking “what the heck is this?” and invites them to pick it up.


Just how abstract are the designs? The Vélo design seems to reflect the contents in the colours (lemon and Himalayan salt) and is clearly round like a bike wheel - are the others similarly representative of the beer, but in a slightly more subtle way?

The designs are definitely abstract but I tried to create designs grounded in the concept, flavor, colour and/or content for each beer.

  • Vélo’s design is a representation of both a wheel and of peeling citrus fruit, pulling the eye around the can from left to right. The colours are shout-outs to the beer’s ingredients.
  • The Featherweight design is centered around its main flavor component: the hop. Here I’ve created an abstract hop that breaks apart and allows the eye to flow to the side of the can revealing the description. Sharp edges, like the bitter hops in the beer, float away revealing how light and fruity it is.
  • The Elementary Lager design is based around simple rounded triangles to reflect the idea of the name and its style. A triangle is one of the most basic shapes you can make and the rounded edges speak to the soft, light flavour of the beer. I felt I needed to echo that in the design by keeping it clean and uncomplicated.
  • La Maison’s design has an almost celestial/planetary component to it, where the colours are representative of how I perceive the flavor, colour and general feeling of the beer (summer). La Maison is also a staff favourite at the brewery so I feel the planetary aspect reflects how immensely important this beer is to everyone here at Four Winds.
Four Winds Notus Series designed by Justin Longoz. Photos by Alison Page
Four Winds Notus Series designed by Justin Longoz. Photos by Alison Page

Despite being the same design as the bottle labels, to me, the designs feel like they've been "set free" on the cans. The design elements float off around the can, they're not hemmed in by the dark glass. Do you feel there are particular advantages to designing cans over bottles?

That’s tough to answer directly because I feel like there are advantages and disadvantages of designing can vs bottle labels. The Notus series beers are the first that we’ve put into cans and we opted to get the designs printed directly onto the cans. I found that challenging. There are a lot of guidelines with things you HAVE to do and things you CAN’T do when you do direct printing. The labels that you put on bottles are essentially just stickers so you have loads of freedom to play with shapes, colours and textures. I enjoyed the challenge, but prefer sticker label designs. With that said, I like the idea of cans a lot more for the reason you stated above. The bottle itself is an odd shape and limits the canvas you have to work with. The can is a piece unto itself. You can cover all or most of it in design. When we start releasing limited release beers in tall cans we will be using the sticker labels and I’ll be able to play a lot more with the cans. I’m very excited about that!


What are your thoughts on the idea of "cans as a canvas"?

I couldn’t agree with this sentiment more. There are so many breweries releasing an endless number of beers. It seems like the more you use the can as a canvas, the more you’re going to stand out. As the industry grows and mutates, so do the brands and ways to push them to their fullest extent. I’m trying to push the Four Winds brand as far as I can. I want people to see our labels from across the store and think “What is that? Probably Four Winds” without seeing any text or logos.

Something else to consider is that brewing is an art form. It just seems to make sense that you would wrap a work of art in more art. A great example of this is Kasper Ledet who I mentioned earlier. Look at what he is doing for To Øl in Denmark [check out his instagram here]. Every single label he designs is a piece of art with a purpose. It’s beautiful, it’s meaningful and it’s transformative. He’s probably one of the best examples of an artist who uses the can as a canvas.

Four Winds Notus Series designed by Justin Longoz. Photos by Alison Page

What were you doing before Four Winds? Do you do any design work outside of Four Winds?

I used to be an animator in Vancouver and have had many jobs working everywhere from bakeries to liquor stores. One thing that has always been constant is my design work. I’ve been a designer since I was 16. It started small with t-shirts or concert posters for friend’s bands and that sort of evolved into company branding and packaging design over time. Most of my work outside of Four Winds right now involves charity work or branding and packaging design.


Anything else you'd like to add?

We talked a bit about the Notus Series inspiration before but I feel like I have to mention one more person that has a broader influence on me. All of my Four Winds work is directly inspired by the work of Andy Dixon who did the initial branding and packaging for Four Winds and is an immensely talented artist. He was a huge inspiration to me growing up. It’s an honor to take over for Andy and I’m glad that I’m able to do what I love for my favourite brewery!

Four Winds Notus Series designed by Justin Longoz. Photos by Alison Page

Speaking to Justin, it became pretty clear why I was so taken with his design work. His list of inspirations is my list of inspirations. The kind of work Keith Shore, Karl Grandin and Kasper Ledet have been doing over the past few years is a large part of why this blog exists. And this won’t be the last time you read those names. Keith Shore, Karl Grandin and Kasper Ledet. See?

And it’s clearly not just me who’s been taken by his design work. A quick ‘n’ casual canvassing of local liquor store employees suggests that the Notus Series six packs have been flying off the shelves. Sat in a chiller alongside a range of busy, information dense six pack boxes, each jostling for attention, a wild look burning in their eyes as they shout “LOOK AT ME, LOVE ME”, the Notus Series cooly looks up from its phone, makes eye contact, gives you a quiet, confident nod and walks you off to the counter where it will offer to pay, but can’t because it’s just a box of beer personified in a tenuous metaphor. A large part of the liquor store game is about occupying shelf space and that’s one of the few potential downfalls of cans vs enormous branded bomber bottles. The Notus’ Series boxes, however, seem to be the ideal solution to that issue. Presented together, they turn almost an entire chiller shelf into an oasis for the eyes, a little one row art exhibit. No wonder they’re doing so well.

It’s clear that Justin Longoz has a lot more up his sleeve and I for one am extremely excited to see what will come of Four Winds’ eventual tall can releases. A huge thanks to Justin for being so forthcoming and to Alison Page for providing such phenomenal photos.


Have you tried the beers? Have you built yourself a funky robot costume out of empty six packs? Let us know in the comments!

Thirsty for more? Delve into the archive for more design magic.



Justin Longoz
insta: jstnlngz


Alison Page
insta: alisonmpage