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Quantity Produced


Production Cost


Production Time

3 weeks

Dimensions (Width × Height × Depth)


Page Count

Paper Stock

Uncoated label and cover weight stock

Number of Colors

2 spot inks





The team behind Freshthrills can be a little fanatical over craft beer, which became their obsession over the course of 2010. That compiled with their annual food-centric holiday gift tradition led to the creation of Motorman.

We collaborated with local brew master Kelly Taylor of Kelso Of Brooklyn to bottle and package their Chocolate Lager, specially for our clients. We aimed to develop naming, branding, packaging and other print collateral using Kelso Chocolate Lager. The package also includes four letterpress coasters, along with a note thanking our clients for a great year.

We found inspiration in Brooklyn and decided on branding the beer as Motorman. For all you history buffs, a Motorman is the title of a trolley engineer, and during the early 1900s, people commonly rode trolleys to get around downtown Brooklyn. In a lot of ways, the Motorman is a perfect symbol of resourcefulness because they not only operated and maintained the trolley but also acted as the conductor. It’s fair to say they had a tough, but respectable job. We likened the Motorman’s responsibilities to that of, Freshthrills and how we approach our work.

To push the concept further, we developed the Motorman’s Decree, a set of guidelines which was imprinted on the coasters. This additional element allowed us to bring in a little humor and added a useful keep-sake to extend the life of the project.

Freshthrills Holiday Gift ---Freshthrills Holiday Gift ---Freshthrills Holiday Gift ---Freshthrills Holiday Gift ---Freshthrills Holiday Gift ---Freshthrills Holiday Gift ---Freshthrills Holiday Gift ---Freshthrills Holiday Gift


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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.

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Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

April 11, 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…

blogs we publish

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

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End