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New Logo and Packaging for The Hop Concept by Experiences for Mankind

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Noted Apr. 29, 2015 by Armin

Industry / Consumer products Tags /

About

(Est. 2014) “Seeing how finding the right craft beer has become an overly complicated endeavor, the brewers at Port Brewing Co. and The Lost Abbey decided to launch a new brand wholly dedicated to hop-forward beers. Dubbed The Hop Concept, they planned to launch with the Hop Freshener Series, a limited-run of IPAs focused on aroma and flavor, so you know exactly what you’re getting.”

Design by

Experiences for Mankind (San Diego, CA)

Related links

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Images (opinion after)
New Logo and Packaging for The Hop Concept by Experiences for Mankind
Alternate logo.
New Logo and Packaging for The Hop Concept by Experiences for Mankind
Bottles.
New Logo and Packaging for The Hop Concept by Experiences for Mankind
Dank & Sticky label detail.
New Logo and Packaging for The Hop Concept by Experiences for Mankind
Cartons.
New Logo and Packaging for The Hop Concept by Experiences for Mankind
Cartons in the wild.
New Logo and Packaging for The Hop Concept by Experiences for Mankind
Coasters.
New Logo and Packaging for The Hop Concept by Experiences for Mankind
New Logo and Packaging for The Hop Concept by Experiences for Mankind
T-shirt.
Opinion

If you enjoy drawings of hops this project is for you. The logo has a minimal hop drawing with a superhero-ish "H" inside and is paired with a chunky sans serif inside an oval. Nothing too special but nice enough and it works better with the type in a circle than cutting across the hop. The fun part of the project is the weird idea of pairing beer with the popular tree-shaped car fresheners for the overall brand name, the specific names of the beers — Dank & Sticky, Citrus & Piney, Lemon & Grassy, and Tropical & Juicy — and the label graphics. It makes for an odd yet memorable combination that looks surprisingly cool on the bottles and cartons.

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About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

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