the design

The design pulls together the lavish hotel ambiance of red velvet and gold embellishments, combined with that of the vibrant, neon covered motels, in a modern way. The beer labels themselves resemble hotel key fobs, incorporate a typographic structure similar to that of old guest check ins, and even model each brew number after hotel room numbers. Furthering the experience, each label was hand-painted with a gold edge.

Hotel Hazy Brewery features 3 specialty brews: Alias, The Bell Hopper, and Skeleton Key, all of which were created through hand generated lettering and have their own corresponding icon. The naming and lettering style of each brew were each inspired by an array of old signs, stories, decor, etc. Each were also chosen to play off the verbiage of the era’s inns, while continuing the brand experience. 

The colors and typographic choices chosen for the labels and packaging were also pulled from the era and continue the dramatic, luxurious feel of the brand, while also serving an effective purpose. Sitting on shelves next to competitors, the high contrast and saturation creates an eye-catching package for consumers to not so easily pass by without another look.