Beer can label illustration and design

Bronzed Adonis

Creative services Co-op |The Boston Beer Company

A limited release Dogfish Head beer created by Head Brewer, Jake Leaf. After a long summer, it's nice to sit down and enjoy a malty, roasty beer, reminiscing about the warm, sunny days. This beer is made to pair with a bonfire and the slightly cooler temps around the corner.

Brief

The creative direction for the label came from Dogfish Head founder, Sam Calagione…

“I was hoping it could be a cartoon homage to Brewer Jake. Basically taking his head and the 1980s gym-rat muscle-T icon body from old Golds Gym and World Gym shirts with a bendy bar across torso and veiny bulgey muscles galore. But also with a sick shake-and-bake fake-tan skin color.”

Process

1. Sketched ideas that depicted Sam’s vision

2. Created reference image (body builder with Jake’s head)

3. Drew outline and key details in Illustrator

4. Shaded drawing in Photoshop using stippling technique

5. Played with different colorways

Promotional Assets

Designed digital and print assets for the release of the beer.

Artwork designed exclusively for The Boston Beer Company under a work for hire. All rights, title and goodwill remain the property of The Boston Beer Company and use of the artwork is limited to designer’s portfolio only.