Great American
Beer Festival

The project

As Coloradans and beer lovers, Denver’s annual Great American Beer Festival is one of the biggest events on our calendar every year. So, when the Brewers Association approached us about creating the identity for the 2023 GABF we were beyond honored.

Our goal throughout the concepting and design process was to bring a lively energy to the 2023 event branding through an emphasis on craft - illustrating and hand lettering as much as possible from scratch. We also wanted capture how fun the event is, inviting our mascot Betty (Inspired by the host convention center’s iconic blue bear sculpture) in to have a beer with us. She had waited, peering through the windows of the building, long enough.