US Creative Work of the Week: Insight Brewing tells fantastical tales on its packaging

Insight Brewing packaging by Riley Hayes

Minneapolis agency Riley Hayes set its sights on the global origins of fellow Minnesota company Insight Brewing's crafted ales by creating fantastical narratives that capture the epic quest for the inspiration behind each brew, as told by a fictional world wanderer, the Brewmaster.

Excerpts from these quests unfold in a series of chapters on Insight’s packaging. Thus, for the brewery's Hell Chicken pale ale with yuzu, the copy reads: "'Back, fowl beast!' I cried. I looked around to see if anyone else appreciated that top-notch pun, but it was utterly lost on the Demon Chicken of Shikoku and his hoard of exuberantly citrus-y yuzu fruit. I needed that fruit for my pale ale. That meant the hell chicken needed to get the hell out of my way..."

The stories continue on the brewery's website.

For its unique take on craft brew copy and packaging, Insight and Riley Hayes were voted the US Creative Work of the Week by our readers.

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs

Kyle O'Brien

I am a reporter for The Drum covering a wide array of topics but always trying to tell the best stories possible. I am a former west coaster from California and Portland, Oregon, now living in Pennsylvania — with time spent in NYC each week.

I also play saxophone professionally.

All by Kyle