Packaging Concept Page

This is normally the section of a brewery's website to hype up their taproom, food truck partnerships, community outreach, and charity night tie-ins. But I'm going to use this space to show off mock-ups, and explain my process in designing Linendoll's Brewing.

I created Linendoll's 10 years ago, after reading Meet Mr. Product, a book of advertising mascots. I created a pair of mascots to sell beer, but rather than shill an actual company, I created my own. The logo came easy, and I think I had a good handle on some branding/identity; but I struggled to further the project.

Flash-forward to the present, and a gigantic boom in craft/artisianal brewing brought the urge to close the loop on the concept, as I felt my design aesthetic had matured much further than it had before. While working at a liqour store as a weekend job, I came upon the idea that Linendoll's makes small-batches, sold in curated flights:

And began to wonder, could this concept apply to other beers as well? Most local brewery offers flights- a great way to taste-test some of a brewery's selection. So why not put that to a somewhat larger scale, letting the consumer purchase sample flights at a store for (MSRP) $9.99 for roughly two pints-worth of beer in four tiny cans in a charming cardboard flight deck? And could it be applied to actual breweries?

And why not use this concept to highlight Minnesota and Northeast Minneapolis breweries? (Needless to say, I've used the branding of actual breweries without permission to show proof of concept)

Breweries of which I've used their branding for my flight concept: Bauhaus Brew Labs, Insight Brewing, Indeed Brewing, Bent Brewstillery, Summit Brewing, Schell's Brewing, Surly Brewing, Bent Paddle Brewing, Fair State Brewing Cooperative, and Able Seedhouse. Please support these amazing Minnesota/Minneapolis breweries! Their work in the field of crafting exceptional beer (and being real chill about it), as well as their design and aesthetic are real inspriations to me, and I'm sure they might not be 100% cool with me appropriating their branding/identity without their permission for a conceptual pitch.