We were tasked with bringing order, organization and design systems to one of the most collectible breweries in the country—all while maintaining their mind-numbing number of weekly beer releases.
Creative Direction
Brand Strategy
Label Design
Packaging Design
Project Management
Merch Design
Social Media Strategy
As Other Half’s design and marketing team, we help guide the evolution of their brand across four locations. We set rules for the “language of Other Half” and then creative direct an army of illustrators, graphic designers, photographers, letterers, motion graphic artists and more to create content and design that keeps their devoted fan base guessing, while building a cohesive brand identity.
Over the years, we’ve worked on an astounding number of labels, often supporting 5+ new beer releases in a single week. In order to get our brains around that cadence, we implemented tight design rules and systems. Does that beer highlight Citra? Then we use a specific shade of green. Is it a dual-hop beer? Then we incorporate a cloud icon. Does the name reference a food item? We rely on an “all over pattern” of a personified version of that food. And so on.
From there, we use a specific die cut and defined illustration style to make sure that no matter what wild idea we’re building on, it always feels unmistakably “Other Half.”
Other Half has a very vibrant and specific personality, and there are few better places to express that personality than in their limited-edition merch design.
We build off of their iconic “OH” brand mark, by manipulating it into as many styles as we can, often bringing in notable NYC illustrators, muralist, tattoo artists, and more to help flesh it out.
From their wildly popular Green City IPA Festival, to the saccharine sweet Pastry Town to a World Wide Magnum Toast, we’ve been in the room to dream up big ideas and then bring them to reality through design, video, photography and social media assets.
We’ve designed cereal boxes, collectible action figures, lunch boxes, thermoses, and even produced a 3-hour “Telethon” complete with animations, broccoli actors, commercials, interviews, and Covid-safe, audience-free wrestling matches. It’s been a ride.
