New

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)

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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.