Rethink

BRIEF

Rethink

Branding and label design for the Humulus Project original IPA, Rethink.
The brewers at Life Is Brewing developed a new line of India Pale Ales that did not fit into the existing brand catalog, so I developed an entirely new branding imprint called the Humulus Project. We wanted the brand to stand out. Everything about this brand is bold and demands attention. The design jumps off the shelf, the copywriting is introspective. This brand is designed to be enjoyed without distraction at the end of the day as you reflect on things that matter most.

PROJECT DETAILS

Deliverable:

Packaging
Can Label

Client:

Humulus Project

Credits:

Creative Direction
Design
Copywriting
“Get down and dirty and let those musings flow.”
Rethink

COPYWRITING

Hopped up with attitude and a bit of clouded judgment, Rethink is a New England Style India Pale that’s not afraid to express its big luscious ideas. It’s the friend you hang out with when you’re looking to bend your mind. Their bold ideas go down easy in spite of the slightly opaque place from which they spring. Copper-gold with a lacy head, plummy aroma and citrusy character flecked with fig and pine, a hint of malt tempers the bitter finish. Go ahead. Get down and dirty and let those musings flow. This NEIPA will never judge you for it.
Rethink Can
Rethink

DESIGN DETAILS

Rethink Title
Rethink Title
Rethink Unwind
Abuela Luchador Star
Rethink Tree
Grandma Cinnamon
Rethink Humulus Logo
Rethink Humulus Logo
Rethink

CREATIVE INSPIRATION

This was the first product I designed for the brand. I started with the Humulus Logo, which was inspired by the humulus (hops) molecular structure. I exploded the molecule into a tree that includes an “h” and three “u” letters because there are three of them in the name. The COO wanted the brand to have a tree, so I designed a tree made of swirly particles, symbolic of the thick particles that are synonymous with the beer style. The beer is bold and intended to be enjoyed at the end of the day, so I used deep blue and orange to feel like a sunset on the water.

Humulus Molecule
Final Label Design