The main idea behind the visual style was to play off the handcrafted beer that they make. So, I took Saint Arnold and drew him and other elements in ink and pencil to give the brand a handcrafted look.
Each beer was given custom symbols that represented the brew either by its history or its ingredients. These were then incorporated into St. Arnold's halo and on the packaging for the 6 packs.
Sadly in the end they did not go forward with the proposal at the time of us working with them. But you can clearly see the influence of it in their current branding.
Hmmmmm … looks familiar.