Toaster Pastry

Concept Art Direction Design

21st Amendment was about to open their new production brewery, and to celebrate they wanted to brew a specialty beer. The brewery was in a structure that was formerly a Kellogg cereal plant in San Leandro, CA. The building was added in 1970 to keep up with the booming demand for Kellogg’s Pop-Tarts. So 21st Amendment decided to brew a Pop-Tart beer and call it Toaster Pastry to honor Kellogg’s past and 21st Amendment’s future impact on the local community

We needed to create a specialty look out of a commodity reference. To counter the commodity, this beer was brewed in secret and in scarce quantities. It was shipped to numerous beer industry writers where unpacking these tubes would be the first time they had laid eyes on it.