TEENAGE DIRTBAG

The beer industry is wildly oversaturated, with breweries doing everything they can to stand out on the shelf. We thought long and hard on a concept we felt would differentiate us from the rest. “Here’s a crazy idea, what if we made beer not look like beer? What if we made it look like something else entirely?” And that’s exactly what we did.

Teenage Dirtbag was the first in a line of beers that embraced our concept of, “Anything But Beer.” It was lovingly inspired by Wheatus’ 2000 hit song of the same name. Making a revival in the last few years, this beer was designed with millennials in mind. The label art imagines what, “Teenage Dirtbag’s” high school notebook might have looked like, full of doodles, easter eggs, and nostalgic imagery from our formative years. This one goes out to the suburban pop punk kids that never truly grew up and are definitely still mad at their mom.

✿ Gold, Packaging, CT Art Directors Club Awards
✿ Top IPAs, Craft Beer and Brewing
✿ Hanging Hills’ best selling beer of all time

CRITICAL HIT

A vintage-inspired video game beer for actual nerds, nostalgic millenials, and those of us old enough to remember 8-bit gaming (or have just been to Barcade on a Saturday night).

This beer was inspired by my love of video games, and the fond memories I have from my childhood of staying up all night with my older brothers in our basement playing our Nintendo 64. If you’re curious, yes, I did eventually beat them.

Embracing the novelty of 8-bit gaming, this label was designed on a square grid with each element being composed of individual squares. It flips Hanging Hill’s traditional label system by pixelating everything, even the logo. For the real ones, there’s several hidden easter eggs, but almost anyone could pick up this beer and feel that rush of nostalgia and the smell of victory (or more likely, defeat).

✿ Spirit of Creativity Winner, CT Art Directors Club Awards
✿ Gold, Packaging, CT Art Directors Club Awards