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SingleCut is a New York City craft brewery inspired by Rock ‘N’ Roll. Amidst the political turmoil of 2018, we proposed designing a new beer, from liquid to label, that remembered all the good one rock legend saw in the world. Remember IIPA would launch in the U.S. and Canada.
Variations of the rock legend’s iconic glasses would be paired with his message of hope across the campaign.
The beer label design draws your eyes to a wordmark fit within the glasses and counterculture ideals were found within the fine lines of the artwork. The 4-pack case for the beer reimagined the glasses as a handle, while coasters in SingleCut’s Tap Room punctuated the famous frames by absorbing liquid.
To promote Remember IIPA, we produced limited edition posters by hand-staining custom paper with the actual beer. Each staining recreated the glasses in a unique way before a local illustrator completed the series with ink.
Remember IIPA became SingleCut’s fastest seller and best reviewed beer ever.