Sidekick Brewing is a community-focused craft brewery in Chilliwack BC, Canada. Sidekick wanted to introduce itself to a diverse audience and communicate the warm, inclusive atmosphere that grounds the brewery’s operation and vision.
We transformed each beer into a sidekick relationship, co-creating names and details with Sidekick staff. Inspired by friends, relationships, relatives, and acquaintances, the characters are broadly relatable. Everyone can identify a sidekick in their life – someone supportive and fun that always has your back.
Each portrait contains a second illustration or “nested narrative,” giving the viewer more insight into the character’s personality. Each label features a playful backstory or list that highlights the interests and eccentricities of the sidekick. The drawing style is curvy and fun, with just the right amount of “wobble.”