GIRL CRUSH

The Beer Babes Family is a social media sisterhood united by their love of beer. These women raise money for the Pink Boots Society, a nonprofit organization designed to support women working in all facets of the craft beer industry, and every year, they partner with a brewery to create a collaboration tribute beer. In 2021, I was commissioned to do the first collaboration can’s label.

The beer was a New England style hazy Hibiscus IPA, which is not everyone’s first choice in beer. To achieve maximum engagement, I focused on creating a label that was enticing enough to attract anyone’s curiosity. I researched the Pink Boots Society and the Beer Babes Family to understand their mission and brands. I walked the aisles of liquor stores for perspective on different label designs. I privately polled my beer-drinking friends on what influences their beer-buying experience.

Ultimately, I landed on a design that, for me, illustrates the essence of women supporting women.

Girl Crush | noun; a woman who upholds substantial admiration in another’s life.

Icons, both pertaining to beer and having nothing to do with beer, appear across this label as a representation that women belong in every facet of life and existence.

All proceeds from the beer went to the Pink Boots Society.

Within a week of it’s initial release, the brew was completely sold out. The brewery decided to brew a second batch shortly after. The beer sold out in less than a week again.

I met with the Beer Babes co-founders to brainstorm how we could give thanks for the overwhelming support of the tribute beer. I created stickers and branded clothing that people could purchase once the beer was gone, and all proceeds from these sales also went to the Pink Boots Society.