Honey Badger Season IPA
Product packaging and marketing
Honey Badger is a Seasonal IPA that makes a debut every year around fall. This brew comes from Badger Hill Brewing along with many other projects I have worked on. Honey Badger inspired of course a yellow bee style from the drips of honey to the combs, and the iconic badge coming from the Badger Hill name. Clocking in at 6.8% ABV it isn't too high for a craft beer but it does bust through the threshold pretty fast! Honey Badger was brewed by Badger Hill Brewing in Shakopee MN.
Notes from Badger Hill's Head brewer Chris Hamman: "Honey Badger is made with German malts typically used for German amber lagers as well as locally sourced honey for a robust IPA with a touch of floral sweetness that is perfect for the cooling weather. It is also packed with Cascade, Citra and Mosaic hops for blasts of citrus, papaya and berry amidst the toasty malt background. It's a little different, but Honey Badger don't give a f*@k because it's also delicious."
This beer had been around as a seasonal since long before I had worked as a designer for Badger Hill. This made it both intimidating and exciting to create a design that went along with a beer that is already known and loved and personified by bartenders. Another animal design made this challenge a fun, and inspiring design to work with. Talking with the bartending staff, brewers and even some regulars helped to shape how people already viewed the product and allowed me to create a just marketing plan and design to put a real face to this delicious as f*@k honey IPA.
This was marketed on Badger Hill social sites as well as in the taproom, through email campaigns, and by word of mouth.
Honey Badger 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. We went through marketing small campaigns for the limited-release beer and planned a plan of attack, as well as scheduling and updating the tangible content on Badger Hills Platforms. Mockups are also part of the process for this and many projects.
