Hop Stop Humble was a staple in Houston. We were heartbroken to hear they were one of the many casualties of COVID19 as their business suffered unsustainable losses. Before they departed Houston for their next chapter, they held a design competition for patrons to put together their crowler labels. We submitted 3 options not knowing how stiff the competition would be, and we won first, second, and third place. They loved them all so much that they printed all three! What an honor.
Create a crowler label design that’s compelling enough to win a competition against many other locals.
Graphic design is easy. Storytelling, creating solid concepts, and doing real research… that’s the hard part, and that’s the part that takes good design to great. Rather than just drawing some neat stuff, we looked into Humble’s history and how Hop Stop Humble fit into that history. Their building was iconic for the small town, so that was a no brainer. #SHOTGUNTHIS was a common hashtag and phrase used for beers they served that absolutely shouldn’t be shotgunned. And everybody knows that when you stop into your local bottle/draft shop, you can’t just get one beer! So the three concepts were born, but a layer of history was applied with the “PLEZ ENJOY” that was subtly included on each label. The city got its name from one of the original founders/settlers, Pleasant Smith “Plez” Humble, who opened the first post office in his home. This was meant to become a conversation point when somebody asked why it was misspelled.
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Art Direction, Graphic Design, Project Management: Anthony Gorrity
September 17, 2017