Exploring the Canadian creative economy.
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In 1957, Canadian inventor Steve Pasjack patented a beer carton with a ‘tuck-away handle’ ideal for both shipping (when retracted) and carrying (when extended). Resembling a piece of luggage, this distinctive design likely spawned the affectionate term, ‘Scarborough Suitcase’ (hoser slang for a 12 pack of beer). But despite its obvious practicality, the tuck-away handle has been replaced by cheaper solutions and is rarely seen today. That is, except for the beauty shown here.
Launched in 2000, Steam Whistle Breweries has built a brand identity based on 1950’s design and sensibilities. In keeping with this strategy, Steam Whistle founders Cam Heaps and Greg Taylor conceived their own ’12-pack suitcase’ inspired by the nearly forgotten tuck-away handle design. Andrew Kimmel designed the case itself, which actually improves on Pasjack’s original with simplified construction and a tab-closure lid for easy access.