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Shiner needed a brand to launch their new line of IPAs. Since the IPA market is already saturated with colorful design, we knew we needed art that would supersede the competition. We set off creating a vibrant brand character with a rich backstory inspired by the mysteries of West Texas.

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For the look and feel on social we wanted to create a setting instantly recognizable to the brand. We landed on a romanticized and brightly saturated view of West Texas that blends nature and magic to heighten the sense of mysticism.

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For the look and feel on social we wanted to create a setting instantly recognizable to the brand. We landed on a romanticized and brightly saturated view of West Texas that blends nature and magic to heighten the sense of mysticism.

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The brand has a underlying spirit of rebellion and individualism, so instead of opting for a traditional billboard buy, we leaned into cityscapes and murals. The mural locations were strategically selected to be near cultural centers like music venues and bars. Two such locations are the south side of the historic Allen's Boots building on South Congress and the north side of Wanderlust Winery located at the entrance of 6th Street in Austin.