For over a decade, the good folks at Magnolia Gastropub & Brewery have been providing San Franciscans the very best in new, rare, and artisanal handcrafted beer, available on both draft and cask. A Haight Street institution, Magnolia boasts a long, colorful history teamed with sustainable practices that brings craft beer enthusiasts and young, hip professionals craving a trendy menu and lively ambiance flocking from every corner of the city. Located in a century-old Victorian that still shows signs of its former life as an apothecary shop and bearing the name of former burlesque dancer, Magnolia Thunderpussy, the atmospheric and somewhat experimental take on a British pub is ingrained into various aspects of their brand, brews and fare.
The design objective in this particular case was to choose an existing beer brand and create a new design (or redesign) for the packaging of two varietal offerings. With only limited availability outside the pub, I aimed to introduce Magnolia’s award winning beer to a larger audience, leveraging their market position and brand soul to launch a product line as unique as the brewery itself. This would be achieved by taking their already popular product and creating a bottle labeling system to appeal to a larger segment of fine ale connosieurs. The bottles, growlers, and carrying case all derive their form, color, and detail from turn-of-the-century medicine bottles and pharmaceutical paraphernalia to keep in line with Magnolia's well-established aesthetic.