The Kings of Midnight Brewery opts for a branding design that honors millennials with milestone packaging targeted at celebrating daily victories. The beer cans are sold in three different colors that each resemble prizes to give drinkers the feeling of accomplishment.
The branding behind the Kings of Midnight beer pertains to artists that work late at night, which is where the reference to 'midnight' in the company's name attributes from. The brewery offers three different beers called 'Gold,' 'Light' and 'Dark' that are paired with a corresponding metallic shade of white, black or gold. On the back of each can is a descriptive pledge that honors the consumer with the a "here's to you" tribute that celebrates ideation and creativity that is sparked late at night.