Milwaukee, WI, USA

Design: Jim Kennelly
Photographer: Eric Purdue
Location: United States
Project Type: Concept
Packaging Contents: Beer
Packaging Substrate / Materials: Glass Bottle, Aluminum Can, Cardboard Case
Printing Process: Screen Printing

Spotted cow is an unfiltered, Wisconsin style farmhouse ale conceived by Deborah and Daniel Carey of New Glarus Brewing Company. It is a truly treasured home-state beer. New Glarus Brewing was one of the country’s first craft breweries and has become a powerhouse in the industry. Despite their success, they have maintained their down home roots and also gained a worldwide following.

This project was self-initiated as a way to stretch creative muscles and dive into the vast beer brand industry.

The identity system needed to project a uniquely Wisconsin feeling. It had to tell a deeper story about the state’s rich farming history, but also reflect a more modern sensibility. Born from these guidelines is a set of visual tools informed by vintage aesthetics and enlightened by a fresh eye. The color palette directly reflects the rich tones of the Wisconsin landscape while the graphics nod to the type-heavy treatments traditionally found on cattle feed bags.