Hop Seeker IPA Series
Creative Direction • Branding • Packaging • Social • Animation
Illustration by Arthur James
Hop Seeker is Deep Ellum Brewing's rotating India Pale Ale series. Each seasonal release features unique and rare hops from a variety of hop-growing regions of the world. The challenge was to develop a brand that stays consistent throughout the year but draws attention on shelf with each release.
We developed a whimsical character with a beard made of hops who is obsessed with seeking out the world's newest and rarest hops. Since this brand has existed in the past, we also refreshed the logotype and brightened up the color palette to make the packaging feel more fun, friendly, and fresh.
We also designed a modular system of travel-inspired stickers and badges to support the brand's changing ingredients and locations. Each sticker references the locations to which the Hop Seeker traveled to source hops for the latest release, as well as the flavor notes, alcohol content, and bitterness.
