Art Direction, Packaging

Created at Boelter + Lincoln.

Lakefront was a client of Boelter + Lincoln for almost a decade. In that time, the brewery had grown into a Milwaukee staple with national recognition. I had the opportunity to design some of Lakefront’s packaging. Each package was united with a simple badge-like treatment for consistency.

Creative Director: Garth Cramer

Associate Creative Director: Brian Stefanik

Copywriter: Kimberlee Majdoch

Photographer: Scott Winklebleck

Hop Jockey

double india pale ale

We wanted something that subtly references a horse but stands alone as a statement, a symbol that Lakefront’s craft brewers would be proud to wear. The horseshoe chalice celebrates the careful craft of incorporating hops into the daring Double India Pale Ale the brewmasters created. Bold. Bright. Simple. It’s a strong design for a strong beer.

Lakefront doubled down on one of their best craft IPAs to create the powerful Hop Jockey. Centennial, Cascade, and Citra hops supply grapefruit, mandarin orange, and pineapple aromas and flavors, while lightly-roasted Belgian caramel malts add a subtle biscuit aroma and balanced sweetness in the backstretch.

SMaSH Ale

single malt & single hop ale

We wanted something that subtly references a horse but stands alone as a statement, a symbol that Lakefront’s craft brewers would be proud to wear. The horseshoe chalice celebrates the careful craft of incorporating hops into the daring Double India Pale Ale the brewmasters created. Bold. Bright. Simple. It’s a strong design for a strong beer.

Maibock

german-style lager

A maibock is usually lighter in color than a bock, so we were going with a light vs. dark, good vs. evil play on the billy goat.

The billy goat is a common visual for bock and maibock beers. Knowing the history of where that came from, we wanted to poke fun at that.

Maibocks usually are seasonal beers which come out in spring. Spring is also usually the light at the end of the tunnel for people going through long winters. Again, the play on light (spring) vs. dark (winter).

We went with a color palette that related to the spring vibe. You can also see the B in the lettering of Maibock forms a billy goat horn.

Brandy Barrel-Aged Series

cherry lager, imperial pumpkin, blackberry, & spiced lager

We wanted something that subtly references a horse but stands alone as a statement, a symbol that Lakefront’s craft brewers would be proud to wear. The horseshoe chalice celebrates the careful craft of incorporating hops into the daring Double India Pale Ale the brewmasters created. Bold. Bright. Simple. It’s a strong design for a strong beer.