Pop Hop IPA
Mill Street Brewery set out to create a flagship IPA that captures the spirit of nostalgia. Through the “Tastes Like Teen Spirit” concept, I drew inspiration from the vibrant and carefree energy of the 80s and 90s. The final design stands out with bold packaging that breaks away from the green-heavy IPA territory, creating an emotional connection with the audience through its nostalgic and tactile aesthetic.
Year
2024
Scope
Packaging, Digital
The typefaces evoke the bubbly, playful letterforms of the 90s, instantly transporting us back to an era of bold colors and carefree fun. A dotted halftone pattern, inspired by beer foam, adds a dynamic and textured aesthetic, while subtly exposing the can substrate for a multi-sensory experience. Stickers, a nostalgic nod to the 80s and 90s, play a key role in the design, tapping into the collective memories of millions who collected them as kids.
Pop Hop IPA isn’t just a beer—it’s a vibrant throwback, bringing nostalgic vibes to the craft beer world in every sip and design detail.
Credits
Creative Direction
Sunaynna Venkatesh
Graphic Design
Ana Leao
Agency
Marks Design