Masshole Light Lager

Masshole Light Lager is a locally brewed beer with a big personality, just like the people of Massachusetts. We worked to create a design that captures the spirit of the Masshole: Proud, scrappy, unapologetically authentic. At the heart of the visual identity is the humble seagull, the rat of the sky, mid-flight, a stolen slice of pizza clenched triumphantly in its beak.
From the bold logo to the crisp can design and no-nonsense tagline, “The Light Beer from Here,” every element of this project was crafted to channel the unmistakable attitude of the Bay State. The packaging blends humor and grit with heritage tavern typography, creating a product that feels as at home at a Boston Red Sox game as it does in a cooler on Cape Cod.
This isn’t just a beer, it’s a tribute to the people and vibe of Massachusetts. A salute to the lovable jerks, the loud talkers, the townies, and the transplants who have made “Masshole” a term of endearment. We didn’t just design a can. We canned an identity.
Masshole is brewed, packaged, and only sold in Massachusetts. So, our audience knows this isn't just a light beer made for them, it's made in and for the place they call home.