Passion project: Beer. The popularity of craft beers is quite evident when you take a trip to your local liquor store. They all share a single quality in common; illustrated labels. With this in mind, I wanted to create a brand of beer that gave each beer its own unique personality through the use of custom photography.

In today’s fashion world, hats tend to give a person there own unique identity and style. By incorporating men in hats as a branding tool, I was able to create a distinctive and modern brand of beer. Finally, I came up with the name "Hatmen", a beer dedicated in providing consumers with great tasting flavorful and unique beers. I decided to create a variety four pack with each beer type having its own unique personality depicted through the use of color and photography.

The idea was simple, find the perfect person and hat to represent each type of beer. Aesthetically, I wanted the brand to appear clean and modern with a solid structure and limited color palette with the photography being the focal point. I wanted Hatmen to be seen as a hip trending beer that would gain a reputation for it's photographic labels and branding. Although there were some challenges I was able to achieve my goal, to create a brand of beer that would draw the attention on any beer enthusiast, in a creative and unique way.