Brooklyn Pulp Art Hazy Double IPA

After the resounding success of Pulp Art Hazy IPA, Brooklyn Brewery introduced Pulp Art Hazy Double IPA, with a stronger ABV. Our challenge here was to create a new brand identity that built on existing Pulp Art awareness, but identifying characteristics that made this product unique.

We narrowed our creative brief down to two areas: product-focused shots that would showcase the benefit of a higher ABV, and lifestyle shots that would position this as the beer of artists. To produce the first photo shoot, we envisioned a world filled with hazy neon and optical illusions to emphasize the doubling up of the hops and the ABV. For our lifestyle shoot, we visited a local artist’s studio and used paintbrushes, drop cloths, and props to build the environment in which we envisioned our product being enjoyed.