7/3/2023 0 Comments Dare me based on bookWith its shaded lines and heavy serif lettering, it more closely resembles an Art Nouveau etching than an Iron Maiden album cover from the 1990s, but it continued the tradition of florid, illustrative labels.Īs American craft beers have expanded beyond the IPAs of the ’90s and early 2000s, the look of the industry as a whole has generally become less over-the-top. It seems more interested in evoking its own world than in referencing tropes from another. Designed by Dan Blakeslee, an artist and musician who came to beer labels by way of concert posters, the now-iconic can features a bearded, bow-tied man sipping a glass of beer-breaking the brewery’s cardinal rule to drink from the can-as a cloud of hops explodes out of the top of his head. Heady Topper, first canned in 2011 by The Alchemist brewery in Vermont, represented the start of a shift. The bottle of its cult classic Zombie Dust, an American pale ale first released in 2010, features artwork of the undead by comic book artist Tim Seeley, who often dabbles in horror. Or, see Indiana’s 3 Floyds Brewing, founded the same year, which took a less medieval, more metal approach to its visual identity. Consider Stone Brewing, formed in California in 1996, whose labels center gargoyles in a variety of aggressive poses, and whose offerings include Stone IPA, an influential beer of the style. Breweries relied on intense imagery to telegraph an air of exclusivity. In the early days of craft beer, bottles and cans seemed to all be saying, or maybe screaming, the same thing: Drink me if you dare.
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