An award-winning brand identity for a local homebrewer

The annual AIGA Charlotte Beer & Branding event pairs local homebrewers with design teams, challenging each duo to create a brand identity based on a beer brewed with a secret ingredient. Our team worked closely with a talented homebrewer to craft an identity that not only embodied the essence of their brew but would also stand out on the shelf. Our design was awarded first place in the competition in the Judge's Choice category.
Art Direction | Identity Design | packaging design
2024
close up image of Sleeping Serpent beer bottles on a moss-covered display
 
The secret ingredient for the 9th annual Beer & Branding event was Chinook Hops. A relatively neutral ingredient, this floral hop variant left the brewers and designers with a near blank slate to work from. During our introduction with our brewer, we formed an immediate connection and knew we could build a brand around his experience in the homebrewing community.
Final bottle design
"The inspiration for the beer's recipe and visual identity came from our brewer's time spent teaching in Japan. Based on the Japanese tale of Yamata No Orochi, Sleeping Serpent is a rice pale ale with honey, which takes the bite out of the bitterness of chinook hops."
Sleeping Serpent Logo
Flattened label for the Sleeping Serpent beer design
Final label design
Stickers created for the B&B showcase
Our winning design and 1st place trophy.

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