Behind the Label – A Storytelling Series for Starr Hill Brewery

Behind the Label is a recurring blog series I developed for Starr Hill Brewery, offering a behind-the-scenes look into the inspiration and creative process behind some of our most iconic beer labels. The series not only showcased the artistic side of beer branding but also raised funds for the Cystic Fibrosis Foundation, with Starr Hill matching the proceeds from every print sold.

Goal:

The series was created to engage our audience by sharing the stories behind the branding of some of Starr Hill’s most popular beers. Each post was paired with the release of a limited-edition print, with all proceeds going to support the local chapter of the Cystic Fibrosis Foundation.

My Role:

I had full creative control over the project, from designing the labels to writing the blog posts and formatting each post with imagery and references. My process involved:

• Researching the history behind each beer and its underlying story.

• Interviewing employees and pulling from historical publications to enrich each post.

• Releasing a coordinated email newsletter with each post to drive engagement and sales.

Featured Blog Post:

Ramble On Juicy IPA - The first of the series

Charitable Campaign:

Each post promoted the sale of prints of the labels. With every print purchase, customers contributed to the Cystic Fibrosis Foundation, and Starr Hill Brewery matched the funds raised during the campaign. This initiative added a philanthropic layer to the storytelling, creating a deeper connection between our audience and the brewery.

Award-Winning Series:

The Behind the Label series received the Platinum “Crushie” Award from the Craft Beer Marketing Awards in the category of Best Fun & Feel-Good Branding / Cause-related Product or Campaign. This recognition highlighted the creative storytelling, strong branding, and community impact of the campaign.

Labels Featured in the Series:

1. Ramble On Juicy IPA

2. Last Leaf Maple Brown Ale

3. Festie Oktoberfest Lager

4. 2022 All Access – Red Velvet, Great Heights, and Wicked Harvest

5. Sonic Haze Hazy IPA

6. Tripel Note Golden Tripel Ale

7. Snow Blind Doppelbock Lager

8. Grateful Pale Ale

9. 2022 Christmas Beers – Christmas Ale, Holiday Road, Christmas Lights

10. Whiter Shade IPA