-120 Craft Beer

Beer Branding Concept

Through research and many bar visits I looked at universal concepts most beers abide to. Overall, it come down to location, taste, and the "chill factor". Most beers, and beer ads can hit at least one of these if not more. To try and create the ultimate beer, I wanted to try to incorporate most of these ideals.

-120 started with the idea of an “extreme cold,” and how I could bring this feeling to the outside of the bottle before you touch the beer. But being a craft beer, it needs to have excellent flavor as well, so I found regional cultural flavor combinations from these extreme cold environments.