This packaging concept was developed for Tommyknocker Brewery, an award-winning craft brewery in the mountains of Colorado. The Tommyknocker is a mythical creature that was believed by many to inhabit the mines of Colorado. Some saw the Tommyknockers as mischievous and blamed them for stolen tools and food, while others saw them as guardian angels that would ‘knock’ on the walls to warn of impending cave ins. The brewery’s historic location, Idaho Springs, CO, inspired the rustic look of the packaging, which is complemented with hand drawn type and a character illustration by Von Glitschka.
— Jim Hargreaves
This is a very well executed redesign. I love the minimal approach and hand-drawn type. These labels were introduced in March, replacing the previous version. I look forward to the new graphics getting worked into the brewery website.
Update: After many months of concept development and market testing, Tommyknocker ultimately decided not to make any changes to their packaging. Booooooooo!