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 eighth post of a series spotlighting the inspiration and process behind our designs. Our last post featured Snow Blind. 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, November 16, 2023

Grateful Pale Ale launched in May 2013 as the new summer seasonal. Grateful was crafted to be a session pale ale. Even with a robust hop profile, it was still light—perfect for hot summer days. That year, Grateful was in the variety pack "The Life," alongside Northern Lights IPA, Starr Pils Lager, and The Love. The package displayed a familiar scene of illustrations to anyone who has been fortunate to camp at Lockn’ or Floydfest. The following year, it became a year-round offering.

The "Be Grateful" campaign accompanied the launch, aiming to engage Starr Hill's fans and encourage them to share their gratitude. Fans could express what they were grateful for through videos or posts on Starr Hill's Facebook and Twitter (X) pages, or in person on the "Grateful Board" at promotional events in bars and restaurants. Participation offered fans the chance to win Starr Hill merchandise.

The name "Grateful" is an oh-so nod to the brewery's musical roots and serves as a reminder for the brewery to stay humble. The original label art presented a detailed illustration of a wooden trellis, shaped like the Starr Hill logo, intertwined with hop vines. The trellis is positioned in the lane of a hop field with mountains in the background, similar to the landscape around the Crozet brewery.

In 2015, the label received a redesign. It maintained the hop field motif but introduced an illustration of hands cradling hop flowers. The colors are a vibrant palette of sky blues and lively greens. This design aligned with the brewery's overarching aesthetic at the time, reminiscent of the texture and handcrafted vibe of vintage concert posters.

The brew itself underwent a transformation in 2017, evolving towards an American Pale Ale. This "remastered" version accentuated fruitier and more citrusy hop notes balanced by a richer malt body. The packaging advertised the changes with a "Remastered" badge.

I took on the task of redesigning the Grateful art in February 2021. Our aim was to pivot from the previous hands imagery while still spotlighting a bright, hop-centric scene. The redesign features a striking hop flower in the foreground with a backdrop of rolling mountains cascading into a water band. Nodding to the original label's mountain background and suggesting the beer's crisp freshness. Encircled by a sunburst in warm oranges and yellows, the hop takes center stage against a glowing horizon. The linework and splitting of the shades create a stained-glass effect. This treatment evokes spaces of reflection, mirroring the brewery's own journey. Grateful has made many changes over the years. Each sip is a reminder for the brewery to self-reflect on our choices as we move forward.

If you are interested in a print of the Grateful 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.

Behind the Label - Grateful Pale Ale