How a Mission-Driven Brewery uses Packaging Design to Promote Social Change

Changemaker Double India Pale Ales Tells a Tale on Its Packaging

Changemaker Double IPA. Now here’s a beer after my own social-change-making heart, and I’ll double down on what Imagine Nation Brewing Co. is trying to accomplish here with the packaging design on its beer can label.

It reminds me of the timeless label from Dr. Bronner’s (All-One!), updated for 2021. Its use of the label to deliver a longer-form narrative is super intriguing. The overall message of the circular design is tough to capture in an image, at least for comprehension of all that’s going on with the label, so I’m going to transcribe it here, along with supporting images.

This transcription involved a lot of hunting and pecking, picking up the can, reading a line, and then typing it; picking up the can again, taking off my glasses (readability of the design isn’t all that it could be for an older guy and probably for many younger), then typing in another line of copy and so on. Here’s my attempt at bringing these powerful messages to those who are interested. While it’s absent the context of design and the beautiful colors and images, I found reading it to be immensely inspirational.

BEHAVIORS

(Conflict Parties: Actors)

Goal: Stop Violence Skill Needed: Nonviolence

CONFLICT

Visible/Invisible

(Conscious Level)

1. Survival

(Simply to live)

2. Well Being

(Something to live from)

3. Identity

(Something to live for)

4. Freedom

(The choice in how to meet the other 3)

UNCONSCIOUS BEHAVIORS

(Basic Needs)

CONFLICT

Unconscious level

SOCIAL CHANGE

CONTRADICTIONS

(Conflict structure: Relationships)

Goal: Deal with Root Causes

Skill needed: Creativity

Gender

Men vs Women vs Nonbinary

Environmental

Humans vs Earth

Class

Political — Economic — Military — Culture

Nation

Dominant vs Dominated

Geography

Center vs Periphery

Color of Skin

Light vs Dark

Lifestyle

Normal vs Deviant

Age

Old vs Middle vs Young

“Transform relationships

from inequality to equality,

from power to asymmetry

to power symmetry,

from fragmentation

to integration,

& from marginalization

to participation.”

UNCONSCIOUS CONTRADICTIONS

(Deep Structure / Social Fault Lines)

CULTURAL CHANGE

Attitudes

(Conflict Culture: Meanings)

Goal: Depolarization

Skill Needed: Empathy

1. Dualism

(Simplifying into only 2 options)

→ Transform into Holistic thinking

2. Manichaeism

(Believe in Good vs Evil)

→ Transform into Yin/Yang

3. Armageddon

(Believe in use of violence to solve problems)

→ Transform into Nonviolent Conflict Transformation

4. Chosenness

(American Exceptionalism)

→ Transform into standing with the world

5. Glory

(Building culture around war)

→ Transform into culture of peace

6. Trauma

(From slavery, genocide and endless war)

→ Transform into healing and social cohesion

UNCONSCIOUS ATTITUDES

(Deep Culture)

“There must exist a paradigm,

a practical model of social change

that includes an understanding of

ways to transform consciousness

that are linked to efforts

to transform structures.”

- bell hooks

IMAGINE NATION BREWING CO.

The nation’s first microbrewery + center for

community transformation. Imagine Nation fuels

social change in Missoula, Montana, and Beyond.

3500+ Community Events Hosted

500+ Organizations Supported

25% of Profits Donated Back

350,000 Face Shields Built in Time of Covid-19

“WE ARE BECAUSE OF EACH OTHER”

Social Entrepreneur, branding expert, and author of “Rise Up — How to Build a Socially Conscious Business.