Tröegs Independent Brewing was a collaborative project done with a peer, Aleck Stasko, We were given a brief to create a catalog for a company of choice. So of course, we picked a beer company because that gave us an excuse to drink beer while we worked. Countless hours were spent on brainstorming and mind-mapping on how we could make an innovative beer catalog that gave more than just a "yellow liquid in a glass."
Our BIG IDEA was to show beer without showing the beer. Tröegs believes brewing beer is a craft. We focused on the details of each ingredient because they do. We made beer an art form. as our target was Millenials. Our catalog demonstrates what the craft beer is made of, and also compiling a small little cookbook that coincides with the specific notes in the beer. Like most wines are paired with meals, we thought of doing the same with beer. Of course you can not have a meal without a dessert, so we also added that in as nice little touch.
Photographer(S): Scott Warfel + Alecx Stasko
Creative Direction: Scott Warfel + Alecx Stasko
Design: Scott Warfel + Alecx Stasko
Handlettering: Scott Warfel