Badass ale

For Monuments of Cycling & The Lost Abbey

Every spring, riders who complete the brutally difficult 135-mile Belgian Waffle Ride are presented with a “Bad Ass Ale” from The Lost Abbey Brewing. Riders who complete the shorter “Belgian Wafer Ride” are presented with a less bad-ass version. This is the finisher’s trophy and is proudly displayed on mantles across the country. These labels were created for the 2019 edition.

Year-round collection

FOR Rouleur Brewing company

Rouleur Brewing was ready for a refresh to help boost sales at retail. The existing packaging was well designed, but too dark in tone to stand out on the hyper-competitive craft beer shelf. The new packaging selected a bright and bold key color for each of the seven year-round brews. Rouleur branding is large and unified, but subdued so that the unique character of each beer can take the fore.

The project was a success on all fronts with retailers carrying more SKUs and giving more shelf space to Rouleur upon the launch of the new packaging.

Cinco de Drinko

For Monuments of Cycling & The Lost Abbey

One of the great things about doing work for the Belgian Waffle Ride is that the organizers have such a great sense of humor. They know that life is short, and sometimes difficult, and their mission is to add fun and vitality to your life. That ethos leads to fun projects like this. How are you to commemorate a Belgian-themed bicycle race in San Diego when it falls on a Mexican-American holiday? With a Mexican-style lager brewed with a Belgian yeast, and a very silly name. The label brings together the BWR color-way and branding in a festive design to cheer the hearts of weary cyclists who will have just finished flogging themselves across 135 miles of punishing terrain.

Onward & Upward

For Rouleur Brewing Company

When the Covid-19 pandemic hit, everyone had to adjust in different ways. For Rouleur, this meant their restaurant and tasting room businesses went away overnight. They were left with fermenters full of beer and no customers. The pivot was to change the dry-hop recipe and can it as a limited release beer for the pandemic.

These sales needed to be ADDITIVE to the beer Rouleur already had on the shelf at retail. To accomplish this we minimized the Rouleur branding and created a label that was drastically different than anything Rouleur had done in the past. The beers were sold in a 4-pack with two of each beer. The labels were designed to go together with the ampersand spanning and joining the labels. A subtle chevron pattern reinforced the directionality of each beer. The copy on the back of each can was separated so that both cans were required to read it.

The bold and bright visual design looked great on the shelf and performed well at retail. It was the right design and the right message for those few troubled months. Onward and Upward!

Jokeur

For Monuments of Cycling & Rouleur Brewing Company

This special beer was crafted by Rouleur Brewing Company for the Peter Sagan Gran Roadie-Oh. In this age of off-road bicycling, the Roadie-Oh was a celebration of road cycling but without the “roadie” attitude. The stripes are evocative of classic road cycling culture, while the colors themselves represent Peter’s home country of Slovakia and the color-way of his team Bora-Hansgroe. Peter is known for being one of the world’s best cyclists, but with a lighthearted attitude, and the label reflects that with several fun touches.

This beer is not for everyone. It is for YOU. The Roadie. It doesn’t matter if you are a sprinter or a climber, a cat 4 crit racer, or a weekend warrior. You are one of US. This world-class libation has been crafted with all of the pride and passion for the art of brewing that we share for cycling. It has been brewed (for you) in honor of the Sagan Fondo: Gran Roadie-Oh. A celebration of life on the road, full of wheelies, sprints, and of course, really tight pants. So after a hard day making sprint with Peter, relax, raise a glass (or can as the case may be) and make drink with Peter. Welcome to the Roadie-OH. Why so serious?

Snake & Fox

PRO BONO

This design was created to support the home-brew dream of a friend. The brewer, an engineer, was building a small-scale version of a high-tech fully computer-controlled brewing system in his garage. The small-batch beers were intended to be given to friends and family. In mid-project the brewer pulled the plug, sold his house, and moved to an extended-family compound on a ranch in the backcountry.