Designer: PJ Engel
Project Type: Concept
Location: Schenectady, NY, USA
Packaging Contents: Craft beer
Packaging Substrate / Materials: Aluminium cans

This is a side project for 2017 where I rebrand a dead brewery from each state each week. Then I create five designs for new beers that somehow reference something unique to the surrounding area or state it was in. By the end of the year, I will cover all 50 states with two repeats. The ground rules for the project are that each weekend I spend one hour maximum on research and branding for the following week. Then each weekday I spend another hour max on the current days design. In the beginning the hour limit was tricky, but I've since gotten in the groove and whittled most days to about 25 minutes or so.

Visually, some weeks have produced a common theme or visual language and others have not. The purpose was to experiment in small bursts and start my day off with something fun to design before I jump into my day-to-day client work. The local references have given each design a story that is unique and off-beat content to consume each day. If I retain any of the info, I'll be quite the opponent at Trivial Pursuit. It can vary from famous residents, to odd laws, to roadside attractions. Anything that is out of the ordinary is preferred; Mount Rushmore was not featured in the South Dakota week for example.

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