Ally hazy IPA
Product packaging and marketing
Ally Hazy IPA was done in honor of LGBTQ+ pride month for the year 2022. Ally was a special project personally due to the importance of the topic, and it being for my community. The beer had many guidelines to follow and Branding was done so that we only uplifted parties. Using a list of words that describe community, equality, and strength the background features an overlay of all the words together with a special sharp A emblem replacing one of the Badger Hill logos. Ally was brewed by Badger Hill Brewing in Shakopee MN in honor of LGBTQ+ pride month.
Notes from Badger Hill's Head brewer Chris Hamman: "In the spirit of collaboration, Ally is a union of hazy IPA sensibilities and classic American IPA flair. Cascade, Galaxy, Comet, and El Dorado hops combine to produce a rich character of grapefruit, pineapple, apricot, pine, and herbs. Malted wheat and oats keep the body soft and smooth, and with no kettle hopping Ally presents no harsh bitterness."
This was an insightful piece to make and did well on shelves and in-house. There was a draw to it in the fact that Badger Hill wanted to let it be known that they are a safe space. It was extremely rewarding to work on this label and I hope to do more collaboration like this in the future. My work is always meaningful to me, having a piece that hits so close to home is extra special.
This was marketed on Badger Hill social sites as well as in the taproom, and liquor stores, through email campaigns, and by word of mouth.
Ally went a lot like my other works in that a creative brief was done, and initial sketches and research were done to get the brain flowing and in the best direction. Touch-point meetings were held so that I could work with Badger Hill as a team to create a design that they are fully happy with and that displays the message of the beer. Chose a design layout that fits the vision and is finalized with proofs in-between. Sent labels off to be proofed again and printed. Created and printed a sales sheet for the distribution team. Went through marketing campaigns for the limited-release beer and pour events and planned a plan of attack, as well as scheduling and updating the tangible content on Badger Hills Platforms and in the taproom. Mockups are also part of the process for this and many projects.
