Ellis Island Casino Brewery: A Visual Journey Through the Craft of Beer
©2017, Independent Contractor
©2017, Independent Contractor
Overview
Commissioned to create a custom and unique beer growler, I instead developed a set of designs depicting the brewing process, resulting in a highly popular collectible series that sold out multiple times.
A Deeper Look
Challenge
Christina Ellis, Marketing Director for Ellis Island Casino, commissioned a unique, artist-inspired beer growler for take-home draft beer. While the initial idea was for a single design, I proposed a set of collectible growlers to increase demand. The challenge was to create visually compelling designs that showcased key components of brewing or beer styles.
Solution
I arrived at a series of illustrations depicting characters interacting with each of the four key brewing ingredients (barley, water, hops, and yeast). using specific brewing equipment. By focusing on these core elements and simplifying the brewing process, I created clear and engaging visuals that were educational in nature. This approach ensured that each growler design was distinct yet connected thematically and visually, creating a desirable collectible set.
Results
The growler series was a resounding success, exceeding expectations and selling out rapidly, requiring multiple reprints. The designs were recognized with several awards while the commercial success validated the effectiveness of the design approach and its appeal to the target audience.
Creative Director
Christina Ellis
Awards
AIGA Silver Medal - Las Vegas Workshop
NY Society of Illustrators Show - Surface Design
UK AOI World Illustration Awards Show - Design
NY Society of Illustrators Show - Surface Design
UK AOI World Illustration Awards Show - Design
