Undergraduates in Lancashire are set to gain direct access to industry experts following the launch of a new partnership between Can Makers UK and Edge Hill University.

The initiative, which launches as a core module for second-year media students at the Ormskirk-based university, serves as a pilot for a programme intended for national rollout to graphic design departments in 2027.

The curriculum requires students to participate in a beverage can design competition, supported by masterclasses and feedback sessions from professional designers within the Can Makers UK membership. The partnership follows the university’s recent involvement in the 2025 Design Accolades, where students acted as judges for professional industry entries.

Bridging the Commercial Gap

The programme is designed to move beyond theory, tasking students with creating shelf-ready concepts for a hypothetical brand. Entries will be judged on their ability to differentiate products in a crowded marketplace, communicate environmental credentials, and influence consumer purchasing decisions.

John O’Maoileoin, chairman of the Can Makers UK, noted the commercial significance of the project: "This new initiative gives students valuable insight to the application of graphic design in a commercial environment, and will help to equip them with technical expertise that will prove invaluable in their chosen career path."

He added: "Research conducted by the Can Makers UK confirms that over 70% of younger consumers are more likely to choose a drink because of its packaging design, so I’m looking forward to engaging with undergraduate communities as they bring innovative new concepts to life."

From Screen to Studio

In addition to personalised professional feedback, the winning student will be invited to a Graphics Studio owned by a Can Makers UK member to see their digital concept printed onto a physical product.

Jenna Gardner, senior lecturer in graphic design at Edge Hill University, said: “This collaboration provides our students with invaluable real-world experience. The opportunity to engage directly with industry specialists helps them understand how to design effectively and with purpose.

“The brief has already sparked a lot of enthusiasm, and we’re looking forward to seeing how the students develop their brand and packaging concepts over the coming months.”

The initiative marks an expansion of the trade body's efforts to foster innovation within the North’s creative economy, complementing its existing bi-annual Design Accolades programme.