A Dance with a Devil (IPA)

We visited Pond Farm Brewery over the labor day weekend holiday on our way back to San Francisco from Mendocino. We instantly loved the brewery aesthetic, welcoming attitudes, and of course, the excellent beers! We grabbed a few beer cans to take home and went on our merry way.

But when we got home, we were surprised at the beer can label design. None of that welcoming, casual attitude seemed to make its way to the label. None of the San Rafael pride or flavor-forward awesome descriptors saw their way to the can description. Instead we saw a beautifully illustrated but otherwise rather dreary devil gazing back at us.

As a former Duke blue devil, I get and appreciate the power of devil imagery better than most. But I feel like the can didn’t bring home that amazing ambiance that we felt at Pond Farms. So I used Canva and Photoshop to attempt to (unofficially) remix something different. A more colorful, simple design that reflects the brand and what they’re going for as a brewery while bringing forward the family-owned California origins.

We’ll see what they think — the devil’s in the details.