Great Divide Brewing
Great Divide Brewing Artist Series Can
Illustrating Denver's history for the packaging of a local best-selling beer.
Client
Great Divide Brewing
Services
Art Direction, Lettering, Illustration, Package Design
Credits
Agency: Grit
Art Direction, Design, Illustration, Lettering: Adam Vicarel
Photography: Luke Gottlieb
Video: Kyle Kennedy
Featured: The Dieline
Design Approach
Every year Great Divide teams up with a different artist to turn their iconic pale ale can into a work of art. Capturing the juxtaposition of the Pike's Peak Gold Rush against current, modern-day Denver, this can tells the story of Denver, Colorado, old and new. Founded in 1858, Denver's early years fell in the middle of the Victorian Era, characterized by elaborate and embellished typography. To capture modern-day Denver we took a more casual approach to illustrating classic "Denver stuff" such as mountains, the skyline, trees, and camping gear.
Merchandise and Scalability
As with many of our brand-focused projects, we prioritized creating a system of responsive and scalable graphics that could be pulled out individually to create swag, prints, and other profitable merchandise for Great Divide Brewing.
Similar to the beer can design, the art prints were also inspired by the Denver Gold Rush and Victorian-era theme
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