ABOUT

SingleCut Beersmiths is a rock-themed craft brewery based in Astoria, NY. Everything about the brand is inspired by Rock ‘N’ Roll, from naming the brand after a guitar style to designing its draught beer taps as guitar necks. For SingleCut, beer and rock and roll are inseparable. For a new campaign for the brand amidst the political tension of 2018, we found our inspiration in the virtues of a rock legend.

SingleCut would celebrate this legend through the limited edition Remember IIPA beer. At first glance, the label design features a distinct wordmark — Remember — framed within the iconic pair of glasses. Looking further, you will find hidden type with a universal message: ‘Remember love peace unity hope truth’.

The actual Remember IIPA beer was then used to hand-stain custom paper and recreate the iconic glasses on limited edition posters, with a local illustrator completing the frames.

From packaging to coasters to apparel, glasses and beer stains became our design language and underscored the counterculture message of the campaign.

In the end, Remember became SingleCut’s fastest seller and best reviewed beer ever.