The Brief:
Iron Hill wanted their beer cans to feel cohesive, but still stand out as individuals. It was also mandated that before executing each can concept, we had to try the beer. A really tough ask.
The Concept:
Go beyond mere flavor cues and descriptions to bring these beers, and their stories, to life.
CLOCK OUT AMERICAN LAGER
When the whistle blows after a hard day’s work – this is the beer to come home to. Strong notes of pine and citrus. A smooth, crisp finish. Just a hint of bitterness. It’s brewed to reward and refresh, balancing flavor and drinkability. Because, well, you’ve still got to clock back in tomorrow.
SWEET LEAF IPA
Brewed with whole leaf hops and far out vibes, this beer is a total happening of peace, love, and flavor. Take in its earthy hops. Tune into the subtle undertones of grapefruit, pine, and tropical fruit that keep things grooving. Dust off those lava lamps, drop the needle on some vintage vinyl, and just let the experience of this beer roll over you, man.
REINDEER’S REVENGE AMERICAN TRIPEL
We weren’t playing reindeer games when we brewed this. A hopped twist on a Belgian Tripel, this ale boasts strong notes of pine and grapefruit, a touch of bitterness, and a sweet, warming finish. Why should the one with the nose get all the glory? This one’s going down in history too.
RUSSIAN IMPERIAL STOUT
A rich, full-bodied stout, this style of beer was originally created to survive the long voyages from England, across the Balkan Sea, to the Russian Imperial Courts. Our version, with strong notes of dark chocolate and espresso, is brewed with that same regal spirit – worthy enough for a tsar, and, more importantly, you.
FUN FACT: I've loved the word "tsar" and all of its variant spellings since I came across it in my 4th grade Geography book. I'd made it a goal to work it into copy at some point in my career. I didn't think it would happen this easily. I told the client this and called him my fairy god-mother for approving it – he was both flattered and concerned for me.
TROPICAL BLAST GOSE
Vibrant flavors of blood orange and pineapple dance the samba together in this tropics-inspired beer. It starts off juicy, slightly sour, and totally refreshing. Then the Gose style breaks out its signature move – a subtly salty finish that’ll leave you craving an encore
CITRA IPA
In a craft beer world overwhelmed with citrus and pine, this single-hopped IPA is refreshing, thanks to the City hop’s flavors of peach, lychee, and tropical fruit. It’s a hop-head’s oasis, taking your tastebuds on a getaway from the everyday IPA.
BEDOTTER BELGIAN-STYLE TRIPEL
This Belgian Tripel plays tricks on your senses with its easy-drinking notes of plum, spice, and banana. But don’t be fooled by its pale color and crisp finish, this well-balanced beer is always looking to slyly stir up some fun. After all, “Bedotter” is the Flemish word for “trickster.”
ART DIRECTOR / ILLUSTRATOR: Jon Nicholson
PUMPKIN ALE
Brewed with the spices of the season, a touch of vanilla bean, and, of course, real pumpkin, this ale is as much a treat as it is a beer. And just like a full harvest moon, it’s big, bright, bold, and casts that feeling of fall on everyone who sees it…or, rather, sips it.