FOCUS is a fall seasonal West Coast IPA brewed by Fort George Brewery in Astoria, Oregon which appears on the shelves at all major retailers in the Pacific Northwest. Beginning as a Craft Brewers Conference one-off collaboration (blue / purple color-way) with Crosby Hops in 2022, the beer was so well received that it has been brewed annually ever since! Multiple label color-ways signify different batches with varying hop profiles.
Inspired by and expanding on the aesthetic treatment conceived in my card game MINDBIND, FOCUS label art conveys a depth of field using many pairs of stylized hops which exist on different planes.
The lone exception to their traditional beer-title typography, FOCUS displays a blurred treatment of its title and Fort George company logo, complementing the graphic concept of the artwork.
The green and pink color-ways above have been adopted to differentiate the two seasonal batches released annually. Below is early concept exploration. The bottom right was selected by Fort George as the direction for the final label artwork.
Early concept exploration
Creative Direction: brian bovenizer | marketing & Sales Director | Fort george brewery
