In Denver, the packaging design is almost tastier than the beer – and that’s saying something. I’ve always wanted to try my hand at designing a full suite of beers and now I’m feeling particularly inspired to do so.

My initial concept:

Initially ideated as ‘Smooth Jazz’, my research found that smooth jazz was actually a commercially-appropriated jazz/pop fusion. Cool jazz is much more accurate in terms of what I’m going for.

I don’t know how to explain the jazz/hazy link but I feel like it just works. They’re both juicy. They’ve got a different depth about them. If jazz music has more ‘color’, I’d say hazy beers have more ‘color’.

I included an extra ‘O’ in the hopes of enthusiasts referring to it with an elongated ‘coooool’.

I also thought it would be fun to position the saxophone relative to the mouth of the can — an effect which might work better with a microphone.

Something for a future can!