We had finally reached “the holy grail”
And we found it in the form of… beer. Or rather, graphic design related to beer. The day the opportunity came our way, it instantaneously catapulted us into the realm of awesomeness. We were asked to design beer labels for one of the most coveted brands in Baltimore, The Brewers Art. Known as a place where bike messengers and bankers converged, The Brewers Art had long been a destination where foodies and common folk united in their fundamental appreciation of good beer. The Brewers Art had decided to bottle their liquid gold, and they wanted us to design the labels.
We knew that this was no ordinary brand, and that the labels had to depict the esoteric and obscure names bestowed on the beers by The Brewer’s Art, including Resurrection Ale, Ozzy, and La Petroleuse. Each name told a unique story reflecting the overall importance of beer, which then needed to be visually depict through graphic design. Dedicated enthusiasts would assess the design and research the meaning of these naming oddities, but the intricate graphics need to also appeal to those who don’t have the inclination unearth the tale. The labels (and the brews) captivated beer lovers and casual beer drinkers alike. Product flew off retail shelves. The success lead to the release (and package design) of canned Resurrection Ale. Demand for the brews far outweighed supply, and The Brewers Art quickly began looking for ways to increase production. The copy and imagery the Mission team created for the labels and subsequent advertising campaigns were, admittedly, shockingly profane - yet each artfully and prudently blended irreverence with sophistication and charm.
"After being a bit skeptical of putting our flagship beer, Resurrection Ale, in cans we now sell over 1000 cases a month in the Baltimore metro area; far beyond our expectations. The distinctive look Mission Media designed for our cans stands out among our competition and our customers frequently tell us they can easily pick it out in a crowded cooler. The idea of the design was to create a modern can that looked like something you may find in your grandfathers garage. Classic old school feel with a modern twist. Mission knocked it out of the park."
Tom Creegan, Partner, The Brewer's Art
A golden opportunity for a copywriter...
Who is now going to Hell... deep into Hell.
For those times when you’re ashamed of what you’re really drinking.
750 ml. Bottles: Packaging for distinctly different beer derserves distinctly different stories.
Inspired by that French soccer player who head-butted the other guy.
Also inspired by the French. This time malotav cocktail throwing vigilantes.
The client has to keep reprinting these because patrons keep stealing them.
Chock full of cultural insensitivities.