The Maryland microchain craft brewery DuClaw Brewing Company has built a brand based on a dark, aggressive, almost creepy ethos. In May they released some new label art, so let's take a look at some of the more interesting work in their portfolio.
great beer label gender debate.
Onto the Black Jack Russian Imperial Stout, which appeals to the Western gambler/gunfighter in all of us:
Back to more video-game-esque beer art:
Quake or Unreal series of computer games, would you be stunned? If you don't know what those are, they're industrial shooter games where you traipse through dark futuristic worlds and kill things.
Then there's the Mad Bishop and Devil's Milk, where the typeface and imagery remind a gamer of the ad campaigns for Diablo or Dante's Inferno:
cinematic trailer with Bill Withers' "Ain't No Sunshine When She's Gone" playing) raised the bar for game marketing.
Without getting too far into a region on which I am unqualified to write, creating a mood is an important part of branding an immersive experience like video games or, yes, drinking beer. Every bit of research we have on perception (and we have lots) tells us that context matters (telling someone a wine is more expensive makes them like it more, for example). In a video game, then, your expectations and experience of the virtual world is a major part of whether you will enjoy the game. In beer, your expectation of the beer's identity could very well affect how you taste it.
I've never had DuClaw (though I will definitely hit their Bel Air location soon), but I am intrigued by this attempt to mix a hard, dark design with what is clearly a fairly corporate mindset (they have four locations in the Baltimore-DC area).