The ASk
The team from Fuzzyline Brewery came to us looking to build a modern beer brand that stood out from the rest. Something that screams odd/mad scientist meets neo 80s pop.
Process
After hearing their vision, I pulled imagery, sound, texture, style, vibe and color from the people, art, music and brands that inspired them.
Think: David Byrne, Brian Eno, Andy Warhol, Dr. Strangelove, Rick from Rick and Morty, Doc from Back to the Future, Monk, MARZ Brewing, Abstract Pop, and 80s New Wave
Mad Scientist
Mad Meets Sour
Next thing I did was take a look at the mad or odd scientist they continually mentioned. We kept saying over and over that they flirted with the edge of imagination and reality. That their sour ale’s would be “Ales from Elsewhere”. So I grabbed all the oddball scientists I could get my hands on. The main picture of Albert Einstein keep standing out to me. And I thought what would that face look at trying a sour beer for the first time. So I took the lead letters from FuzzyLine brewery and behold Sourface is born.
