Alpine Steamhouse
Design / Photography / Web Development
HTML
CSS
JS/jQuery
Photoshop
Illustrator
After Effects
Craft beers are currently exploding in popularity and there isn't much love put into many of the art and design of the labels.
An art direction that matches the handcrafted beauty and passion put into modern craft beer.
I started a word list and added to it any words that I felt had significant meaning to craft beer and what I'm trying to achieve. The more words the better, having a large selection of quality words that when combined, set a great start to a project that will play a part in every step to come. In this case, I used a word list to come up with the name of the company.
I looked at what craft beers are out there. Some breweries are quite small and others huge. It's important to see what the playing field looks like. This step sets a certain high water mark to achieve. Knowing what's out there, I can see who's doing what right and wrong and what I can do to improve where others didn't.
I wanted to show the Alpine Steamhouse in it's environment. The connection between mother nature and our place in the world & universe is important to me. The moon, mountain and steamhouse create a painterly depth not usually seen in beer logos.
I designed a bespoke font named 'Steamhouse Slab' for Alpine Steamhouse, characterized by its slab serif style. This font, tailored as a stylized display typeface, enhances the aesthetic appeal of beer labels, packaging, and the website. Crafting 'Steamhouse Slab' marked my inaugural foray into font design, providing me with an invaluable learning experience in the intricacies of typography creation.
This project represented a significant milestone during my time at the Academy of Art University, extending across several courses. It served as a comprehensive learning opportunity, allowing me to delve into and create various elements such as motion graphics, a custom font, and photography. These components were integral to the development of a broader branding and advertising campaign.
Full screen images and videos do a great job of capturing the user's attention. It's an almost immersive experience and you get transported to a faraway land somewhere in the cold mountains.
The most challenging aspect of this project was the 6 and 12 pack carriers. I deconstructed store bought carriers, measured and created a template for design in Adobe Illustrator. It was a long process of designing, printing, cutting and glueing, refining and repeating but rewarding when it all came together.
I designed the Alpine Steamhouse website to be fully responsive and look great on any screen size. I combined all my previous design excises, from creating a brand, and color palette to creating a font to this website. I used all of my skills ranging from motion graphics, custom design, photography and web development to create a rich user experience.
