Fieldguide Beer Labels 2019

Colorado-based IT startup, Fieldguide, came to me for a less typical freelance project: they wanted custom beer labels for their 2 entries to the 2019 Colorado Startup Brews competition. Their co-founder, Joseph Gerlach, told me “we want the best label at the party.”

Success

I’m happy to report that not only did the client LOVE their final labels, but they did, in fact, win 3rd place for best label designs at the event. Even the small wins are worth celebrating!

Deliverables

  • Art Direction
  • Branding
  • Illustration

Concepts

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.

Glamper beer label concept
Concept #1
Glamper beer label concept
Concept #2
Glamper beer label concept, more elaborate
Concept 2.1 - show the client how it might feel

The Final Label for “The Glamper”

After some minor revisions, we landed on the final label for “The Glamper” (name by yours truly). The color palette is based off of Fieldguide’s parent brand, but the request was to keep their branding subtle. I did all of the illustration in Illustrator.

Final beer label design mockup for The Glamper beer
Final label for "The Glamper"

A Second Label

After seeing the final label for beer #1, Fieldguide asked if I could create a label for their second beer, “Le Dònglé” (“The IPA no one wants, but everyone needs”) … remember, these were for a home brew competition for SaaS startups; you’re not in it to win it if you’re not using nerdy dad jokes.

I was on the fence, but after seeing their back-up design, I felt it just wouldn’t do justice to the other label I’d designed.

Fieldguide's "plan B"
My, uh, slightly more designed version

Wrap up

Fieldguide ended up loving the 2nd label just as much as the first – though the second took far less time to illustrate. With client approval, I prepped everything for print and pointed them to an awesome beer label printer I’d used previously, GrogTag.

I was happy because my client loved the work. But I was even happier when I heard that the label for “Le Dònglé” won 3rd place at the event (photo of the winners below). Definitely one of my favorite freelance projects to date.

Winners of the label design contest, left to right | photo courtesy of Colorado Startup Brews