Behind the Label - Red Velvet, Great Heights and Wicked Harvest
Join us for a behind-the-scenes look at the branding at Starr Hill Brewery with our Marketing & Creative Manager, BJ Swing. This is the fourth post of a weekly series spotlighting the inspiration and process behind our designs. Our last post featured Festie Oktoberfest Lager. If you like what you see, we have released some of our most popular labels as prints on heavy-weight, uncoated poster paper. Every sale supports the Cystic Fibrosis Foundation, and Starr Hill will match the funds raised. More info below. Be sure to join our newsletter and follow us on social to stay up-to-date with these posts.
BJ Swing, Marketing & Creative Manager
Thursday, October 5, 2023
A lot of thought goes into beer branding, depending on its intended sales location and its position in the lineup. Core and seasonal products must be easily understood and communicated from a grocery store shelf. In contrast, one-off beers on draft in the taproom often have names originating from inside jokes or whatever amused the team that day. In between are small, packaged runs that carry more of a story but don't need a full identity. Some of these beers, like Ramble On Juicy IPA and Roostarr Coffee Cream Stout, resonate with customers and evolve into larger or regular offerings.
The “All Access” lineup occupies this middle ground. These beers allow us to explore various styles and present something potentially more experimental — a beer fitting for both a large chain grocery store and a local bottle shop. In 2022, three new beers in the All Access lineup referenced each other: Red Velvet Imperial Dessert Stout, Great Heights Elderflower Tripel Ale, and Wicked Harvest Imperial Pumpkin Ale.
Red Velvet was released near Valentine’s Day. We didn't aim for a literal holiday beer but wanted to nod to the season. I was inspired by the Queen of Hearts imagery and designed a playing card face. Our queen calmly holds a golden blade, mirrored by her deceased counterpart holding a flower made of guitar picks. Is one benevolent and the other malevolent? Is the theme love or loneliness? I'd love to hear your thoughts. Is one virtuous and the other malicious? Is the theme love or loneliness? I'd love to hear your thoughts.
Great Heights was conceptualized by my former co-worker, Lynsie Steele, who now works with the Cystic Fibrosis Foundation and nominated me as a Cville’s Finest Honoree. Great Heights is an experimental Tripel hinting at a floral cocktail due to the addition of Elderflower and its high alcohol content. The label depicts a figure being lifted by a large bouquet of Elderflowers and berries. Her wind-blown hair and missing shoes suggest she's embraced the adventure, floating past a cloud resembling Virginia.
Wicked Harvest made a comeback this year to honor the spooky season with its rich, roasted pumpkin flavor. The label features a menacing raven with a red eye in flight above a pumpkin entangled in vines. The raven's blue shades give its feathers an iridescent shine, complementing the pumpkin's orange — reminiscent of UVA colors and their renowned poet, Edgar Allan Poe. This raven is shrouded in mystery, much like the University’s secret societies.
The backgrounds are patterned with a star and an icon related to the artwork, suggestive of the inner fabric of hardcover books. Each label hints at a fairy tale without specifying any particular one while also tying in references to Starr Hill.
This series won a 2023 Gold Crushie for Best Can Design – Best Beer Series and was recognized as a 2023 American Package Design Award Winner by GDUSA.
If you are interested in a print of the Red Velvet, Great Heights, or Wicked Harvest artwork, they are available in the brewery’s online shop. Your purchase supports the Cystic Fibrosis Foundation. If you would like to learn more or donate to my campaign directly, you can visit https://finest.cff.org/Charlottesville/bjswing.
Have a question or want to drop me a note? You can contact me here.
Cheers!
The sales from this event will be donated directly to the CF Foundation, whose mission is to cure Cystic Fibrosis and provide all people with CF the opportunity to lead long fulfilling lives. Funds go directly to support research and drug development. Starr Hill Brewery will also match these proceeds up to $1,500 during this fundraising period.
This fundraiser will end on or before 12/31/2023. This fundraiser is not sponsored or administered by CF Foundation. All rights reserved.
