Alphabet's cheerful packaging for Play Brew Co's latest 'special release' beers is full of character

For this special release, Alphabet created illustrated characters, each taking part in a different activity directly inspired by the inspiration of the flavour-profile of the beer itself and the character of the hops specifically.

Lazy Daze is a New England-style IPA featuring huge citrus and tropical fruit hop character with a softer, smoother mouthfeel from the adjusted water chemistry, higher protein malts, and lower attenuation. "With its fruity bold character, we were inspired to create a colour scheme and illustrated character that represented the tropical vibes of summer sports for 'Lazy Daze'," says Sam Lane, co-founder and creative at Alphabet.

Double Dash, meanwhile, is a double dry-hopped pale ale – brewed to give the flavour intensity of a DIPA at a more session-able ABV of 5.5%. "With its easy-drinkability and mouthfeel, we were inspired to create a colour scheme and illustrated character that represented the marathon-based session beer of 'Double-Dash'," adds Sam.

Alphabet worked on a limited but bold colour scheme for each release with a strong black keyline as a key recognisable brand feature to help the identity stand out across print and digital touchpoints. Discover more of Alphabet's work at madebyalphabet.com.