Indeed Brewing Company has released its latest offerings – Lucy Session Sour Ale and Peach Bum IPA.

The packaging and identity system was created by the design team at Duffy, who has been creating solutions for the brand since 2015.

With a palatable tartness and juicy tropical fruit flavors, Lucy Session Sour Ale appeals to a wide range of beer drinkers from the sour beer novice to the enthusiast. Peach Bum IPA is made for the hazy days of summer with aromas of fresh peaches, apricots and blueberries. Available now to early October, the cans (among other varieties) were designed by Duffy with original artwork by resident artist Chuck U.

Peach Bum IPA and Lucy Session Sour Ale

Peach Bum IPA and Lucy Session Sour Ale

Indeed came to Duffy asking for help in creating a master brand language and structure around their already popular, successful craft beer portfolio. Indeed’s beer can designs were iconic, artful and creative. They had a loyal following. People loved the unique art found on each product but what was getting lost was WHO was bringing the consumer each of these beers. The individual offerings were celebrated at the expense of the master brand.

Excited to work with the talented illustrator, Chuck U, Duffy created a brand language and a system for organizing content on the cans, bottles and packs. This system still highlights the uniqueness of each brew while also giving credit to the master brand bringing them each to you, Indeed Brewing Company.

In addition to Indeed, Duffy has a 30-year history designing in the spirits and beer category, including notable efforts for Jim Beam, Brewery Ommegang, Summit Brewing Co., Cazadores Tequila, Hochstadter’s Slow & Low, Herradura Tequila, Grassini Family vineyards, Bacardi and more.