Fall of 2019, the team at Dangerous Man Brewing reached out to create a set of hand-lettered beer titles to incorporate into designs to be created in-house, to then apply to crowler labels at their on-site retail location in Minneapolis, MN.
I took a branding approach with them on this project, treating each beer as it's own "brand" or personality to be represented. I wanted each title to be uniquely considered, so that when you look at the lettering, you can practically taste the beer inside.
The lettering portion of the project completed, but unfortunately due to the sudden onset of lockdowns and the strain it put on local restaurants and bars like Dangerous Man, the project never came to fruition in the real world.
Direction
Petite Pastry
Flowing bouncy script to exemplify confectionary ingredients & baked goods: syrups, jellies, gooey dough
Double Stout
Double wide, extended and voluptuous letterforms
Milkshake IPA
Retro letterforms squishing and gooping like a nice, thick milkshake would as you slurp it
Forgotten Beer Series
To conjure the magical nostalgia for older times and passed down recipes, referencing medieval blackletter and vintage advertisements but in a simplified and modern execution.
Fruited IPA
Classic sign painting styles to reference roadside fruit stands and farmer’s markets