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Designing Labels: The Craft Behind the Art

What’s the story behind that eye-catching label? Ale Sharpton asked three breweries about their favorite designs from 2020 and about how they came into being.

Ale Sharpton Nov 19, 2020 - 11 min read

Designing Labels: The Craft Behind the Art Primary Image

Photo: Courtesy Creature Comforts Brewing

Label designs are the first things that customers see, but the meticulous creative process behind them is largely invisible—from knowing the beer style, to brainstorming on the concept, to actually designing the artwork, and ultimately to winning over drinkers to keep them engaged with the brand. Here, we asked three successful breweries—Creature Comforts, Trillium, and New Belgium—to each share the story of a captivating can design from 2020 and how they got there.

Creature Comforts (Athens, Georgia)

Creature’s cans have been consistently eye-popping and easily recognizable, even on a Hollywood level. (Their flagship Tropicália IPA and Athena Berliner weisse appeared in Avengers: Endgame.) Here, David Stein, cofounder and VP of brand development and creative, discusses the art for Born Dreaming—a hazy double IPA of 8 percent ABV, brewed in collaboration with Highland Park of Los Angeles.

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