Dart game on point

When we heard a new brewery was opening in downtown Glens Falls, we couldn’t have been more excited. Not only are we lovers of craft beer, we’re equally as smitten with beer-centric design. After Mean Max Brew Works opened in the summer of 2014, the stars aligned and we got the chance to create a suite of sub-brands for their mainstay offerings. John Coleman, Matt Britt and I created several concepts for our initial presentation, with John’s concept coming out as the client (and agency) favorite. After a lot of research, taste-testing, sketching, taste-testing, illustration and more taste-testing we arrived at a system of beer brands as bold as the beer itself.

Lower Wolf Jaw Double IPA
One-color lockup for Lower Wolf Jaw Double IPA — part of the Mean Max Great Range Series.

 
Chaser English Pale Ale
 
Das Mean Max German Altbier
Somewhere in the middle of our design process, John and I joined the Mean Max Dart League. Although we started as mere freelance dartists, we’ve become quite the marksmen as our weekly matches have progressed.
Johnny Bullseye
While our skills might not translate to the league leader board (we currently have a firm grip on last place), our Trampoline-sponsored uniforms are unparalleled.
Dart League Shirt, Front
Dart League Shirt, back
Tonight marks our final match, but we’re already looking forward to next season (which starts in April). During the long off-season we’ll be staying in peak shape (12-ounce curls), contemplating free agency and exploring more uniform options. Tear-away pants and branded sweatbands are just the start. On a related note, if anyone has a smoke machine or confetti cannon to donate for our opening warm-up routine, please contact us. Cheers!
Dartboard Chalkboard