Watch: How the label for Great Lakes’ Commodore Perry IPA was reimagined

Earlier this year, we covered Darren Booth helping Great Lakes Brewing Co. (GLBC) launch its beer rebrand. Booth’s style is classic and old school — just like Great Lakes — he works in acrylic and collage (that’s basically 100 percent analog for an illustrator and letterer). Within his paintings for the labels, you’ll see collage elements that showcase the unique stories behind each of Great Lakes’ beers. The video above is a great example: It details how Great Lakes’ Commodore Perry IPA got its branding revamp. GLBC provided Booth with archival materials relevant to each brand that were incorporated into his paintings that you might not see at first. These discoverable elements definitely bring storytelling opportunities to each package. Just watch above.