There are 12 guest designs for Stone IPA. The brewery kindly sent me 3 to see up close. I thought that I would declare a Best in Show for the ones that I received as well as the full set.
The three in my ‘fridge came from Logan Moore, Ben Fellowes and Emma Atterbury.
The process for the middle one was involved but it is clearly my least favorite. If you have to wonder if it was drawn by a child, then that is not a good sign. That leave some Fellowes and his dapper gargoyle and Atterbury’s decaying skull and I choose the latter because it just seems more scary and in line with the Stone Enjoy By series of drink fresh before the hops decay.
Overall, my favorite though is a simpler one, the big bold font and then a 3-D modeled gargoyle head like you would see from an archaeological dig. Again, scary but with a nice modern computerized twist. After that, there is the mostly green can, with the lettering turned vertically with a bull meets gargoyle animation rough sketch.
A cool idea to get consumers to take a second look at an old-school IPA.