Deep Ellum IPA
Brand Refresh
Creative Direction • Branding • Packaging
Illustration by Arthur James
Deep Ellum IPA has been Deep Ellum Brewing's oldest and flagship brand ever since they pioneered the Dallas, TX craft beer scene in 2011. As the brewery quickly grew and the brand scaled, Deep Ellum IPA's look fell behind in the brewery's portfolio and market trends.
I pitched a brand refresh that updated the can's existing oversize lettering and introduced a new flying hop character, symbolizing that this was the flagship brew that launched the brewery. Cleaner lettering and illustration translated well into other marketin efforts, such as a bold OOH billboard and in-store signage.
6%
increase in 6-pack sales
10%
increase in 12-pack sales
