Craft beer enthusiasts today have more options than ever, and brand packaging has become paramount for attracting and maintaining fresh clientele. For this redesign, my goal was to create a logo that combined time-honored tradition with modern approachability and appeal. Inspired by the rugged workmanship of the Dark Horse team, the illustrations and type treatment allow these bottles to stand out in any crowded cooler.
Texture and character were achieved through a simple yet effective illustration technique, which was carried over in the treatment of each style’s name. Beer connoisseurs will be glad I didn’t forget to include the ABV and IBU metrics! (Even though neither are required by state law.)