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.
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