The “Open Mike” top of Mike Hess Brewing’s cans were a unique sales proposition—for craft beer lovers, having an can open at the top allowed more aroma, and a better experience. Cans are also allowed many places where bottles aren’t and cans are recycled at higher percentage than glass. The unique can was marketed aggressively and became connected with the Hess beer brand. The illustration focused the can in an epic perspective, and allowed for various typographic solutions. It was used in Point-of-sale setups at stores, pop-ups at events and in various advertisements.