Readers of this blog know that the Curator loves no brewery's sense of humor and zaniness more than that of the fine Tribesmen at Shmaltz Brewing Company. So let's take a look at some of Matt Polacheck's newer work.
The RIPA on Rye is a barrel-aged form of the Bittersweet Lenny's RIPA, and the art is (as one might expect) derivative. Here's the original:
Incidentally, this beer just won a medal at Great American Beer Festival for the barrel-aged category.
Every year, Shmaltz releases a Rejewvenator beer infused with a crop of the year. This year is the year of the grape.
Let's look at some of the newer work by Magic Hat:
Replacing Roxy Rolles in the rotation is the Hex Ourtoberfest:
Lastly, let's look at a vastly improved label:
The real difference, though, is the level of thought and planning. I love the plaid flannel shirt with the unbuttoned sleeve; those are great artistic decisions to add some realism and folksiness. It changes the scene from boilerplate to personal and engaging. I know, it's small, but that's the point. Often, it's the tiny decisions, the ones that we barely notice, that separate a decent or good image from a great one.