(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.”
Experiences for Mankind (San Diego, CA)
Images (opinion after)
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.