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Indianapolis City Market

Quantity Produced


Production Cost

Production Time

2 weeks

Dimensions (Width × Height × Depth)

Folded: 4.25 in × 6 in

Page Count

Paper Stock

Cougar, Natural Cover, 130 lb Cover

Number of Colors





Sedona Script


It’s obvious that there has been a surge in the popularity of independent craft brewers nationwide. There is a small army of microbreweries in the northwest, and their ferocity seems to have paid off. Over the past year, I’ve seen an exponential growth of breweries, bars, and brewpubs in my hometown of Austin too. It looks as though the revolution has taken hold of Indianapolis as well. And when beer is married with clever typography… yes I’ll leave my tab open.

The goal of this piece is to get people coming back to Tomlinson Tap Room again and again. We wanted to create something that people would want to fondle, study and share.

Basically, you have a pint or growler fill from a brewery and get a stamp in your passport. Earn a stamp from every Indiana brewery and become immortalized on the “Wall of Lushes.” It’s a simple and fun program designed to further develop the already burgeoning community revolving around this amazing place with the Indianapolis City Market.

The heavy logo deboss on the front cover turned out amazing. The depth in front and the way it mingles with the numbers on the inside is beautiful. An added bonus is watching drunk people fondle the deboss like some sort of talisman.

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More photos here.


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This post was published in the original layout of FPO so all images are smaller. Project descriptions as well as production lessons are quoted in the main content area.

Post Author

Lauren Dickens

Author Picture

Lauren Dickens

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

January 28, 2011


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About UnderConsideration

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. More…

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Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

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