Design: Thirst Craft
Location: United Kingdom
Project Type: Produced
Client: Brooklyn Brewery
Product Launch Location: United States
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminium, Glass, Cardboard

World famous Brooklyn Brewery wanted to bring the IPA haze craze into their neighborhood. While well established in America, in other global markets Hazy IPAs have a less mainstream status, often only enjoyed by craft beer connoisseurs. Brooklyn Brewery's mission was simple: take juicy, tropical, deliciously Hazy IPA to the masses.

Inspired by Pop Art – the New York movement spearheaded by Warhol and Lichtenstein to make art accessible to all – our concept was born. We combined the worlds of art and beer to create Brooklyn Pulp Art: Hazy IPA for the people.

Mashing up two New York icons, we gave 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 title), Pulp Art started to pop with its fun and fruity new look.

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via Packaging of the World – Creative Package Design Gallery