Seeing how finding the right craft beer has become an overly complicated endeavor, the brewers at Port Brewing Co. and The Lost Abbey decided to launch a new brand wholly dedicated to hop-forward beers. Dubbed The Hop Concept, they planned to launch with the Hop Freshener Series, a limited-run of IPAs focused on aroma and flavor, so you know exactly what you’re getting.

A hop cone was illustrated to play off of the shape of a scented air freshener, and allow consumers to immediately recognize the familiar shape. Bright, vibrant colors were used to bring a pop art sensibility to the labels and making them stand out on the shelf.

Experiences For Mankind helped them take the idea from plan to production, bringing the brand to life across everything from logos and labels, to the brand story, a responsive
website and a variety of assets designed to promote the series on social
media and in select taverns and pubs.