Bell’s Brewery

A lot of people consider Two Hearted Ale to be one of the best IPA’s on the market. When a beer has such a cult following as that, it’s a scary thing to try and change things up. Bell’s wanted to introduce some new varieties to the Two Hearted line including a refresh on their look. They tasked me and the team at Consume & Create with capturing the unpretentious woodsy vibe that Two Hearted is known for in a more modern and refined way.

The one big mandatory that had to be carried over was the use of the brand’s iconic trout. I reimagined the trout and a number of ways until we landed on the one that felt right for where Bell’s wanted to take the new look. To add distinction between the various varieties, the trout is shown in different poses and backgrounds using different color palettes inspired by the beer’s flavor profile. The consistency among the set is using a bold graphic style the has a dynamic energy to bring life to the scene.