Thirst Craft, a UK-based drinks branding specialist, has created a new identity for Brooklyn Brewery's Hazy IPA. Inspired by the two New York icons, Andy Warhol and Roy Lichtenstein, this is a pop art masterpiece for the craft beer set. I mean, hello, there's nothing standoffish about these fruity colors, super-sized fruit graphics, or the polka dots.
This isn't just another crushable IPA in the beer cooler—it's a masterpiece. Bottoms up!
UK-based drinks branding specialist Thirst Craft has unveiled a new brand identity and packaging design for the world famous Brooklyn Brewery’s new Hazy IPA. Inspired by pop art – the New York movement spearheaded by Warhol and Lichtenstein to make art accessible to all – Thirst’s concept has combined the worlds of art and beer to create Brooklyn Pulp Art.
While well established in America, hazy IPAs have a less mainstream status in other global markets, often only enjoyed by craft beer connoisseurs. Partnering with Thirst, Brooklyn Brewery's mission was simple: to bring its juicy, tropical, delicious Hazy IPA to the masses.
Mashing up two New York icons, Thirst has given the Brooklyn badge a pop art makeover. Using Lichenstein’s signature style of thick black lines, clashing colours and a healthy number of polka dots (or Ben-day dots to use their official name), Pulp Art pops with a fun and fruity new look.
A bold background pattern matches the beer’s bold flavour palette with juicy crops of stylised fruit. Striking secondary patterns, in-your-face typography and a liberal use of exclamation points puts Pulp Art’s tropical, juicy refreshment on repeat again and again across packaging, products, advertising and social media platforms and campaigns.
Environmental spaces let you step straight into Brooklyn’s Pulp Art world. Super-sized fruit segments with bold graphics create fun and invitingly interactive pop ups. Contrasting textures, vibrant poster walls and playful patterns see the versatile spaces almost become art installations themselves.
“Thirst really took the time to understand the fundamentals of our brand, which made the project truly collaborative at every point,” commented Samantha Itzkovitz, Vice President Marketing at Brooklyn Brewery. “Thirst knows how to identify the sweet spot where fun and engaging branding meets consumer need and market opportunity, which is arguably the biggest challenge when it comes to developing new brands these days. They were a joy to work with every step of the way.”
"To us and the world, Brooklyn has never been just another brewery,” added Matt Burns, Thirst Creative Director and Founder. “It's a true product of its neighbourhood: spirited, creative, authentic. So we knew when we got this brief, it could never be 'just another' hazy IPA. We needed to give it the Brooklyn twist. When we landed on the name 'Pulp Art', we saw the opportunity to mash up two New York icons. One wanted to democratise art, the other wanted to democratise Hazy IPAs, it was a perfect match. With such a strong core idea, we could have so much fun with the brand. And we did."
Blurring the lines between beer and art, Brooklyn Pulp Art is a modern day masterpiece.
About Thirst
Thirst Craft is a specialist strategic design agency that builds creatively rare, commercially right brands for drinks. Founded in 2015 by two friends with a shared love of drinks and design.
About Brooklyn Brewery
New York icon Brooklyn Brewery was founded over 30 years ago with a dream to return brewing to Brooklyn, once a powerhouse of American beer production. Today their Milton Glaser designed B is known and loved across the world, with beers such as Brooklyn Lager, Bel Air Sour and Special Effects travelling to over thirty countries. Their James Beard Award-winning Brewmaster Garrett Oliver and his team brew everything
from classic styles to bold experiments and collaborate with brewers, innovators and artists from around the globe.
Website: brooklynbrewery.com
Instagram: @brooklynbrewery
Designed by Thirst Craft
Instagram: @thirstcraft