Surly Logic Bomb is the pale ale for folks that don't want to overthink their beer buying process. It's a sessionable option that does not compromise on flavor. The design direction given for this beer was focused on making it easy for customers to connect the name and the visual elements. The warm, orangey colors evoke the juicy hop flavors within each can while the drippy design elements skew towards the unconventional attitude of Surly.
Project Type: Brand Identity & Package Design
Role: Art Director/Designer
Tools Used: Adobe Illustrator
Year: 2022
Accolades: 2023 Craft Beer Marketing Awards Gold Crushie - Best Can Design
Role: Art Director/Designer
Tools Used: Adobe Illustrator
Year: 2022
Accolades: 2023 Craft Beer Marketing Awards Gold Crushie - Best Can Design
Full Product Lineup
Logic Bomb was packaged in 16oz - 4 packs, and 12oz - 6 & 12 packs. It was available year-round in 2022 & 2023.
LOGIC + WORDLE
Logic Bomb was released around the height of the Wordle craze. Who am I kidding, I still play every day. Sure logic is required to play the game, but win or lose, you can still enjoy an ice cold Logic Bomb. These are a sampling of social posts we used to reinforce the brand with our followers.
RETAIL DISPLAYS
One of our retail activations was an enter to win Logic Bomb bomber jacket contest. This made it easy for our retail partners to jazz up pallet placement in their stores. We provided die-cuts and poster collateral materials for the contest.
