Average Joe's Pale Ale

S27 Alehouse & Brewery asked me to create a label for them for one of their new beers named after one of their managers, Average Joe’s Pale Ale. I talked with Joe to figure out a little about him and figure what style he had in mind for a label. After talking, I drafted up some ideas and with his okay towards a style I began drawing. There was an idea of putting elements from the brewery into the label. Joe is the manager of the brewery so he really wanted the beer about the brewery rather than himself. I grabbed a lot of imagery from the brewery floor from taps to barrels to fermenters and even the taco cart that is there four days a week. I included a few objects that are only on there once, as a sort of eye spy or Where’s Waldo feel, and even included Joe.