Hopworks Urban Brewery is legendary for making some of the best craft beers in the Pacific Northwest. The people who live there like to get out and hike, bike, and paddle no matter what the weather throws at them. So, Hopworks made a beer that was easy to enjoy outdoors while facing whatever activity or terrain. Our assignment was to create a design that matched this get-out-and-go attitude while fitting into the current Hopworks brand.
From the recipe to the can artwork, every element of Gear Up IPA is meant to celebrate the majestic region that Hopworks calls home. The beer is brewed with organic malted barley from Oregon, naturally filtered water from the Bull Run Watershed, and local hops from Oregon and Washington. The label portrays abstract landscapes of the Pacific Northwest quilted-together with images of the gear required to get outside and explore the natural world.
The results were the ultimate Hopworks beer. A product that represents the spirit of their home and the drinkability of their product. Since its release, the can's design has been featured on various design and beer blogs and has been graciously embraced by the beer-fanatic community of the Pacific Northwest.