When Eye-Catching Design Misses the Message

Shelf presence isn’t everything… you also need to make sure your customer understands the product’s function

I came across Street Legal's new can design, and the playful graphics IMMEDIATELY caught my attention. The bold colors and fun aesthetic create great shelf disruption - exactly what you want in the crowded beer space.

But here's the thing: I didn't even realize it was non-alcoholic beer until I looked up their old packaging for comparison.

Their original design clearly communicated "dealcoholized pilsner" - direct and unmistakable. The new design buries this crucial product differentiator in favor of visual appeal.

As a designer, I get it. The new cans look more approachable and shed that "healthy substitute" vibe that can hurt sales. But it made me think about who's actually buying non-alcoholic beer and what information they need to make that purchase decision.

This highlights a classic tension in package design: optimizing for shelf impact versus clear communication. The new Street Legal cans absolutely win on the first point. It's the kind of packaging that stops your scroll on Instagram and would definitely stand out in a store.

The problem is they've sacrificed functional clarity. I'm not a drinker, so I'm potentially their exact target customer, but the redesign made their core product benefit nearly invisible to me.

Great package design doesn't just catch your eye - it helps you quickly understand whether the product is right for you. Street Legal nailed the attention-grabbing part but created a new problem in the process.

It's a reminder that before we fall in love with a beautiful design solution, we need to ask: does this serve the people who are actually going to buy this product?

Sadly, sometimes the most creative solution isn't the most effective one.

What do you think? Do you prefer the new, fun can design or the original design with clearer messaging?