Branding a local brewery for inclusion and good times.

Jane Lipton, owner of Fat Lady Brewing, wanted to create a space where all can forget the hostility, division, and contempt of the past for those who don’t necessarily“fit the mold.” Jane knowing this feeling better than most; (self-proclaimed “fat lady,” lesbian, democrat, and believer in always supporting the underdogs) launched her brewery to recharge the spirit of acceptance in Manayunk, PA. Wanting it to be about creating a truly spectacular ‘spectacle’ in the brand exudes the feeling of restoration and a good time through circus imagery. In collaboration with an illustrator and a copywriter, I was tasked with expanding the brand experience beyond the only existing assets Jane had at the time — the logo. *Please note, this project is in progress.