New Belgium Brewing Company Campaign - Citradelic Experience Illustration & Design

With the release of a new brew, New Belgium is going to kick off the summer with a concert series to promote the product and its 60's themed flavor. I was asked to develop 2 concepts for the festival. One that would appeal to a Cleveland audience and the other Columbus.

Redrawing the New Belgium Logo with a Psychedelic Twist

The posters were to be centered around a trippy 60's themed version of the current New Belgium logo. It was important to keep the recognizable parts of the logo visible while melting certain areas.

Citradelic Experience Concert Poster – Cleveland

With both posters having to fit within a series some illustrations would have to be Cleveland centric while keeping the theme throughout both locations.

Cleveland Based Illustrations

These Illustrations were meant to summarize Cleveland and fit into an overall pattern that could be used multiple ways throughout the design.

Design #1 - No Color

Finished Cleveland Design

The overall design of the concert series was developed to pay homage to a 60's psychedelic festival. The typography mimics times when legibility wasn’t number one and a sense of art and mind-bending trumped all. Of course I was careful not to push that too far in our modern era, but I was still able to accomplish a sense of warped perspective. The spiral was an element taken from the product label and enhanced with cultural icons specific to the location of each festival.

Finished Cleveland Design w/ Color

The colors needed to say as much as the letters in this ad so I chose to use base colors from the product label and make them scream a little louder.

Citradelic Experience Concert Poster – Columbus

With both posters having to fit within a series some illustrations would have to be Columbus centric while keeping the theme throughout both locations.

Columbus Based Illustrations

These Illustrations were meant to summarize Columbus and fit into an overall pattern that could be used multiple ways throughout the design.

Finished Columbus Design w/ Color