SingleCut Beersmiths is the intersection of craft beer and classic rock. So when we were briefed on developing a new campaign for the music-themed brewery, we took the opportunity to go beyond simply creating beautiful artwork and worked closely with the brewery to craft the Remember IIPA – a beer that championed the unifying virtues of a rock legend during the tense political climate of 2018.

Limited edition posters for the campaign were created by hand-staining custom paper with the actual Remember IIPA beer, leaving each sheet with the iconic pair of glasses that were showcased throughout the campaign. Once the stains were absorbed by the paper, a local illustrator completed the frames with ink. Anchoring each poster was a timely reminder: ‘Remember peace love unity hope truth’.

Beyond Remember IIPA becoming SingleCut’s best reviewed beer ever, the limited edition posters were snapped up in one day and the client is now using the Remember campaign’s momentum to break into new markets.