Athens’ own Terrapin Beer Co. is embracing new changes to their design this year. On Jan. 29, the company announced that they have partnered with nationwide artists to create art pieces for new branding.
For the rebrand, Terrapin worked with five artists to create new designs for eight of Terrapin’s beers. This included three Atlanta-based artists – Matt Leunig, Brian Steely and Derek Perez. Terrapin also recruited Justin Helton from Knoxville, Tennessee and Owen Murphy from Baltimore, Maryland.
Their work contributed to new packaging for iconic brand flavors, like Leunig’s designs for Terrapin’s two hero IPA beers, Hopsecutioner and Imperial Hopsecutioner. Other flavors offered variety, like the exotic artwork seen in the Coastal Daydream, Luau Krunkles, Imperial Luau Krunkles and Cerveza flavors. Three more designs were created for their RecreationAle, Imperial Depth Perception and High & Hazy.
The change takes heavy inspiration from classic rock and iconic music, especially designs from the Grateful Dead and similar bands. Some artists like Leunig and Helton used previous experience with the Grateful Dead brand to create new pieces, like Helton’s incorporation of the design into the beach setting of the Coastal Daydream flavor.
“When I design a beer label, I treat it like a portal, an invitation to peek into another dimension,” Steely said.
Steely worked to create packaging for Cerveza and RecreationAle, with designs that drew heavy influence from the covers of Grateful Dead live albums.
Perez and Murphy also drew on the rock group’s art for inspiration. Perez created mountain artwork for High & Hazy using the psychedelic designs of the band, while Murphy did the same for the butterfly imagery of Depth Perception and the tropical waves of Luau Krunkles.
“The new art brings a vibrancy and boldness to the brand that it hasn’t had before, while also staying true to its roots, community focus and mission to create the finest quality craft beers,” Madison Faivre, the senior brand manager for Terrapin Beer Co., said in a press release.
Most new beer designs can be found in stores, with all to be released in the coming months.
Outside of the art, Terrapin is also redesigning their website, social media, logo, merchandise and slogans. A brewery and taproom is also set to open sometime this month in Athens, accompanying the company’s other changes.
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