Stemma Brewing Co. is a family-run production brewery located in Bellingham, WA. Stemma hosted a label design competition for their June batch of Hazy IPA. As a participant, I created a label, an Instagram story, and supporting collateral.

Client: Stemma Brewing Co
Photography: Stock, Pexels

As Stemma’s target audience is broad, their distribution is regional. I focused on connecting regional attributes to the beers style’s characteristics to guide the concept: soft bodied, smooth mouthfeel, orange opaque haze, fruity aromas.

Residents of the PNW can all relate to six months of clouds. Eventually, the rain stops, temperatures rise, and the sun hits our faces. Within minutes, we are revitalized. Suddenly, our bodies are filled with energy and optimism. Every can of Stemma's Hazy IPA offers the same out-of-body experience (OBE), as it is high in ABV, has low bitterness, and feels pillowy in the mouth.

OBE, an experience beyond the can.

In this Instagram story, movement has been incorporated to re-enforce a sense of haziness. The badge system has flexibility to adapt to a variety of compositions. Core information remains the same while descriptive phrases are mixed and matched. 

The typographic approach gives consumers the opportunity to learn about what they're drinking as they interact with the can. The abstracted figures in the background related to the style's soft and hazy characteristics.