Hop Freshener Series
It seems that Craft beer is literally on the tip of everyone’s tongues these days. Its popularity means consumers face the complicated challenge of finding a beer they’ll enjoy and also that brewers have to fight for shelf space. If you don’t stand out, you just won’t stand a chance. Experiences for Mankind wanted to design packaging for The Hop Concept that would bring beer back to the essentials: aroma and flavor. The result is a beer and design that enthusiasts and novices alike will love.
A full, large hop graces the label, with descriptive adjectives for each variety of India Pale Ale that they offer, like “Piney,” “Lemon,” and “Dank.” The descriptions are incredibly helpful for newbie and experienced beer drinkers alike to navigate the brand. Each IPA package is comprised of a single bright color, and all four work beautifully together while also standing out individually.
Experiences for Mankind clearly had fun with brainstorming different, enjoyable aspects to highlight The Hop Concept. In addition to eye-catching hues, there are mobile designs, big-nosed characters to advertise the IPA’s best feature, and even coasters reminiscent of car air fresheners.
Creative Director: Dylan Jones
Designer: Ashley Kerns
Copywriters: David Fried, Crystal Small, Ronnell Morris
Illustrator: Terri Mitchell
Retouching: John Schulz, Alex Koshelkov