Snarky Pale Ale & Pilsner

Grumpy Imp offers irreverent beer products targeted at young urban hipsters. Inspired by the mythical creatures one might expect to find deep in the forests of Washington State, Grumpy Imp appeals to the flippant rebel inside us all.

The design process included the collection of type specimens from dozens of volunteers willing to write “Grumpy Imp” on index cards. The grumpiest-looking handwriting became the basis for the branded banner. The illustration process incorporated the exploration of various hat, ear, and nose combinations. The winning imp featured a dapper hat with bow, webbed ear, and hook nose.

Deliverables

Name, Tagline & Brand Voice

Graphic Identity