The initial project was only scoped for one beer label, for a home brew described as a “trendy rosé sour/IPA”. The Fieldguide brand is centered around helping customers navigate IT, leaning into a true field guide, outdoors, terrain, etc. kind of vibe. So for this beer, they had the idea of poking fun at “glamping” (ridiculous, luxury camping… Google it).
I sketched loose comps in Procreate, then added a bit of type and color in Photoshop. The first concept was too hip, and not tongue-in-cheek. The 2nd concept was a better direction.