To commemorate the 108-year history, endurance, and Texas heritage of Shiner Bock, Shiner Beer asked that we create “Shiner Heritage Edition.” The limited-edition product series included a commemorative can, 12-pack can wrap, 12-pack bottle wrap, and four “throwback” bottle labels that recreated designs from four different eras of Shiner Bock’s past.
While this was a new and limited-edition release, the packaging still needed to convey that it was a Shiner Bock product. The outer wraps utilized Shiner Bock’s signature name, color palette, and textural dot patterning. Because Spoetzl Brewery is the oldest independent brewery in Texas, we also created a Texas-shaped lockup that featured the Heritage Edition product name in a vintage-style script. A particular challenge that occurred when creating this series was that the original Shiner Bock labels were not saved or kept in the brewery’s design archive. The four labels were entirely recreated by our team from scratch, utilizing old photographs and Shiner archives as reference. The two oldest Bock rams in the series were hand-illustrated by a designer in Procreate, while the other two were recreated digitally in Adobe Illustrator. All labels were then distressed to give the “new” series a worn and vintage feel, as if you were holding the original historic labels in your hand.

The anniversary product surprised customers. The limited-edition product garnered attention to Shiner’s most awarded brew and reminded customers that Shiner Bock is a historic Texas icon.