Slave Dog Brewing makes deliciously hearty and hoppy craft beers in coastal Lincoln City, Oregon. Brewmaster Greg Robertson sees the art of fermenting hops and grains as a pleasurable activity, in direct contrast to his day job “working like a slave dog” for the local newspaper. Each of his brews, thus, is named in honor of a fond personal memory of recreational moments shared with family and friends.
For the brewery’s visual identity and label design, I interpreted these anecdotes into illustrated scenes that span the circumference of the beer bottles. Each bottle is a celebration of good times in the outdoors, because, as our tagline reads, “You earned it.”
In addition to the illustration and design of the labels, I wrote all of the packaging copy, establishing the voice of a working-class consumer who strongly identifies with friends, family, and being a Pacific Northwesterner.