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Morson Coors and Calm


Packaging design concepts

Campaign communication



Conran Design Group

A campaign to encourage men to discuss mental health, via a limited edition low volume beer – a charitable collaboration between Carling and CALM (Campaign Against Living Miserably) with an aim to get men talking.

Various concepts were explored. A visual synergy between Carling and Mind’s visual identity had to be achieved, as well as the pack having shelf appeal. Another key consideration was the balance of campaign and product communication. 

The selected creative opened up scope for a campaign beyond the can.

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