Hop Hustler - Brand / Packaging Direction
Establish a brand system for beer drinkers who are “less hip”
Role
Art Direction
Brand Design
Team
Squid Kelly
Patrick O’Sullivan
Year
2018
Audience Graphic Design
Hop Hustlers was the brainchild of two award winning brewers who wanted to breakaway from the idea of craft beer being “trendy” and “hip”.
The beers that they wanted to produce were beers which were unchallenging, bold and "s**t which their friends would want to drink".
They were after a clear, bold brand and packaging system for which they could begin releasing the beers onto the market that broke away from the illustrative packaging that you see today.
They were after a full brand establishment, and a system which was clear, easy to identify and was flexible that it could grow when new styles were released.
The initial run would define their core “crew” of styles and more beers were to be released afterwards.
Together, we defined the initial direction, and conceptualised the packaging for their core range. Unfortunately, the brewers were hired by larger corporations and was not able to see the project through to market.
