BeerHoptacular!

Problem
The first annual Beer Hoptacular! is a craft beer festival featuring craft beer vendors and live music set in Chicago. The festival needed a unique brand identity developed for the event that expressed the hearty nature of the event and evoked the ideals of the craft beer culture.

Insight
The visual language of traditional posters from the mid-20th century in America can effectively express the values of the craft beer culture.

Solution
I began with a poster that establishes the event’s visual assets and voice. A blue-collar laborer — a beer brewer — is the hero of the poster and the face of the event

Event Poster
Americana-inspired typography displays all of the necessarily event information while carrying through the voice of the brand. Other visual assets of iconic Chicagoan imagery proudly communicate the event’s location.

This poster will be formatted for four-color process at 11” x 17” for the purpose of marketing, and will also be translated into a limited-run collectable silkscreen print at 18” x 24”.

Print Advertising

The poster art was used in The Onion, The Chicago Tribune, The RedEye, TimeOut Chicago, and The Reader.

Flier
I produced postcard-sized fliers for the event. It was enjoyable to interpolate upon my established typographic style.

Event

Friends of the BeerHoptacular! over at Windy City Draft put together this video of the event. The place was decked out in my BeerHoptacular! work.

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