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Beer labels as ‘conversation pieces’

New label designs for Great Lakes Brewing Company’s beer brands feature colorful, detailed paintings that incorporate textures and mementos from GLBC’s 27-year history.

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In January 2014, Great Lakes Brewing Company (GLBC) launched their refreshed logo to the public and is now releasing new packaging artwork for their five year-round brands. Darren Booth, known for creating detailed paintings with collage elements, handcrafted the new label artwork for the bottles. GLBC provided Booth with archival materials relevant to each brand, which were incorporated into his paintings. According to GLBC, these discoverable elements bring additional storytelling opportunities to each package.

Booth visited GLBC in the summer of 2014 to learn the history behind the existing labels. GLBC owners and team members briefed him on narratives for each brand and supplied unique collage pieces for Booth to include in his artwork. Throughout 2014, what began as sketched concepts evolved into colorful, detailed paintings, all of which incorporate textures and mementos from GLBC’s 27 years in the craft beer industry.

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