My pals at FuzzyLine Brewing approached me with a bold vision: to create a modern beer brand that defies convention. Their unique concept fuses mad scientist experimentation with vibrant 80s pop culture, delivering a distinct identity in today's crowded craft beer landscape.
Drawing from their vision, I gathered inspiration from innovative artists, eccentric characters, and cultural movements. The visual direction combines the energy of David Byrne and Brian Eno, the pop art boldness of Andy Warhol, and the offbeat genius of beloved characters like Dr. Strangelove, Rick and Morty, and Doc Brown. Influenced by modern craft brewers like MARZ Brewing, Abstract Pop art, and the vibrant spirit of 80s New Wave, the result is a fresh take on beer branding.
From Mad Scientist to Sour Face
The client's vision kept circling back to the concept of an eccentric scientist – someone who exists at the intersection of imagination and reality. Their sour ales would be 'Ales from Elsewhere,' so I immersed myself in imagery of science's most iconic outsiders. Einstein's expressive face caught my attention, particularly imagining his reaction to tasting a sour beer for the first time. Playing with the initials of FuzzyLine Brewery (FLB), the concept evolved into 'Sourface' – capturing both the brand's playful spirit and the unexpected pucker of their signature sours.
