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reDANKulous Branding
Lead Creative
Brett Haberkorn
Date
2015
Role
I served as lead, driving brand strategy, creating the design, and getting hands-on—“drawing” the visual identity with hops and taking the concept from wild idea to shelf-ready reality.
The reDANKulous branding concept was designed to challenge traditional illustration by “drawing” with the main ingredient that makes this beer reDANKulous: crushed hops. Using hops as my medium, I created a label that embodies the spirit of the beer and pushes the boundaries of how we traditionally design labels. This project expands the storytelling potential of a brand while having fun with its core ingredient. The only thing I wish I could’ve added? Making the label scratch-and-sniff!
