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Brooklyn Brewery Pulp Art

Pulp Art for the People

LocationBrooklyn, USA

DeliverablesBrand Strategy, Naming & TOV, Brand Identity, Packaging, Brand World, Brand Experience, Brand Guidelines

World famous Brooklyn Brewery wanted to bring the IPA haze craze into their neighborhood. While well established in America, in other global markets Hazy IPAs have a less mainstream status, often only enjoyed by craft beer connoisseurs. Brooklyn Brewery's mission was simple: take juicy, tropical, deliciously Hazy IPA to the masses.

Inspired by Pop Art - the New York movement spearheaded by Warhol and Lichtenstein to make art accessible to all - our concept was born. We combined the worlds of art and beer to create Brooklyn Pulp Art: Hazy IPA for the people.

Mashing up two New York icons, we gave the Brooklyn badge a pop art makeover. Inspired by Lichenstein’s signature style of thick black lines, clashing colours and a healthy number of polka dots (or Ben-day dots to use their official title), Pulp Art started to pop with its fun and fruity new look.

Thirst really took the time to understand the fundamentals of our brand, which made the project truly collaborative at every point. They know how to identify the sweet spot where fun and engaging branding meets consumer need and market opportunity, which is arguably the biggest challenge when it comes to developing new brands these days. They were a joy to work with every step of the way.

Samantha Itzkovitz | Vice President Marketing at Brooklyn Brewery

Our bold background pattern matches the beer’s bold flavour palette with juicy crops of stylised fruit. Striking secondary patterns, in-your-face typography and a liberal use of exclamation points puts Pulp Art’s tropical, juicy refreshment on repeat again and again and again across advertising.

Environmental spaces let you step straight into Brooklyn’s Pulp Art world. Super-sized fruit segments with bold graphics create fun and invitingly interactive spaces. While contrasting textures, vibrant poster walls and playful patterns see the versatile spaces almost become art installations themselves. 

Blurring the lines between beer and art, there’s no doubt about it: Brooklyn Pulp Art is a modern-day masterpiece.

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