Non-profit beer
Slash Agency brought me on to design a special-edition label for their client, Old 121 Brewhouse. The beer, Tall Tale Golden Ale, was brewed exclusively for a non-profit casino night fundraiser, and the design needed to feel original, eye-catching, and tied to both the “tall tale” concept and the event itself.
I drew inspiration from Colorado’s legendary jackalope, a creature born from folklore and storytelling. To avoid the design feeling too whimsical or childlike, I gave the jackalope a poker dealer’s hat and a cowboy bandana—details that directly connected to the casino theme while adding personality and intrigue. To complete the label, I created an entirely custom old-western typeface from scratch, ensuring the typography felt as handcrafted and authentic as the illustration. The result was a bold, character-driven label that embodied both the playful storytelling of Tall Tale and the community-driven spirit of the event.
SERVICES PROVIDED
Packaging
Illustration
Typography
Lettering
The Western Set
The label design began with the beer’s name. To bring “Tall Tale” to life in a way that felt authentic to western folklore and strong enough to anchor the jackalope illustration, I created a custom typeface from scratch. While not a complete font family, this single weight was developed specifically for the project and tailored to the label’s needs.
The letterforms reference traditional western type, but with adjustments for clarity and impact—ensuring the words remained bold, legible, and visually balanced even against the detailed illustration. By building the typeface myself rather than relying on existing fonts, I was able to create a typographic style that felt entirely unique to the beer and the event, reinforcing the handcrafted, storytelling quality of the overall brand identity.
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