Created for the Hospitality Department at MSU Denver, this brandmark and subsequent label application were developed to celebrate the establishment of the ‘Chris Thibodeau Memorial Veterans Brewing Endowment’. The labels created were applied to the commemorative brew run of “JP-8”: the original craft brew recipe of the late Chris Thibodeau, for which the endowment is named.
The exploration of the imagery of Air Force military shape language and design, alongside the fun and homely energy of craft brewing and beer production, informed the majority of the brandmark and label design. Taking inspiration from the typography used on military aircraft and transportation technology, the logo for JP-8 takes advantage of those aesthetics to reflect the nature of the product's origins.
You can watch the illustration process in the video below:
