CONSOLIDATED LIQUOURS • CHICAGO, IL

Designing a beer label without a beer and without a name.

Consolidated Liquours wanted to get into the “microbrew” or specialty beer market but didn’t have the beer yet and didn’t know what to name it.

So what do you do to get the process moving? You start coming up with names and start designing labels to fit the names.

A long list of names was developed including obscure names like “Silent Monk”, “Twin Sisters” and “One-Eyed Jack”. The list was paired down to a half dozen and then the fun began. What does a beer label look like with a name like “One-Eyed Jack”? These label candidates above actually show two different designs of that label.

What does “One-Eyed Jack” taste like? That job fell to Consolidated liquours.