Brooklyn Brewery’s pop-art inspired design for their new hazy IPA – the aptly-named Pulp Art – is a nod to NYC’s artistic heritage. Through polka dots, cartoon-like bold lines, and bright pinks, blues and yellows, it exudes childlike fun and energy. The design was put together by Glasgow agency Thirst Craft with a brief to“democratise hazy IPAs”, and this playful visual identity certainly makes for an unpretentious brand image. It feels just as welcoming to the mainstream masses as it does to the craft beer connoisseur.
The design’s youthful joy extends beyond packaging alone. Brooklyn Brewery has visualised an entire brand world that celebrates the artistry and creativity behind the look, bringing their effervescent visual identity off pack, from prints, to socks, to beanies.