New Belgium Brewing

New Belgium Brewing Blackberry Felix Label and Lettering Design

Crafting a label for one of largest independently owned breweries in America.

Client

New Belgium Brewing

Services

Design, Lettering, Social Media Marketing, Storytelling, Photography

Credits

Agency: Inkwell Media
Lettering & Label Design: Adam Vicarel

Design Approach

We teamed up with New Belgium Brewing not only to design a label, but also to create hype around the release of Blackberry Felix, a golden sour ale matured in blackberry whiskey barrels. Our goal was to create a label that through both aesthetics and process, harkened to the artisanal processes of distilling and brewing. Leveraging hand lettering, a heritage-craft itself, we documented our every move while creating the face for this small-batch sour ale.

Typography and Label Design

The typography and ornamentation are intentionally reminiscent of the blackberries and the blackberry bush itself, with juicy bulbous elements, sharper angular serifs, and vine-like filigrees that represent the berries, thorns, and blackberry bush vines respectively. The typographic hierarchy was inspired by vintage bourbon and whiskey labels.

Content Strategy

Our intention was to create social content that highlighted the entire process: not only our creative process, but that of the distillers and the brewers. Dripping this content out months before the label was officially completed, we built up anticipation of the product's release and raised awareness of the true care and quality that went into Blackberry Felix's production.

Unused Direction:

Want to see more?