One of the most inspiring traits of the craft beer industry is its willingness to think outside the box. While most of the attention gets focused on the beverage, and rightfully so; the names, stories, and creative initiatives draw us in for a taste. Competition is tougher than ever, and as a result, storytelling has moved to the forefront of many breweries’ design strategies. Gone are the days where simply “making good beer” is good enough. The most successful breweries don’t only make great beer, they also tell consumers why it’s great beer.
Aeronaut Brewing, located in Somerville, MA, is a brewery that is built on storytelling. Founded by a group of MIT grads, the primary focus of the brand has always been “limitless adventure and the possibility for great exploration,” according to CEO, Ben Holmes. This is a vision that can be seen clearly through much of their design aesthetic, consisting of comic-like can label design, a taproom space packed with interactive adventure, and a recognizable brand identity. Raúl Gonzalez III is the award-winning artist behind the ball-point pen illustrations that scream off of Aeronaut’s can labels, and Ben and team add some finishing graphic touches to bring the final product to life.
While we did not speak directly with Raúl, we did have the opportunity to talk with Ben about some of the design decisions that went into building the growing brand that Aeronaut is today. Our conversation below touches on the stories behind Aeronaut’s beer names, their label design, their taproom experience, and much more!
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