Designed by: Release The Hounds
Creative Director: John Mills
Designer: Rob Wooten
Account Manager: Kirsten Crawley
Richbrau Brewing Founding Four Pack
In the summer of 2019, branding agency Release The Hounds worked closely with the owners of Richbrau Brewing to revive the historical brand, who’s origins can be traced back to the 1930s. Drawing on the brewery’s unique historic and location in Richmond’s original settlement, Shockoe Bottom, the new identity and “founding four pack” label designs tell a gritty and label design of the city’s fascinating past.
Each can in the “founding four pack” is designed after an interesting bit of city lore – including 4th Street Horribles, named after a violent youth street gang from the mid-1800s and Psychic Horse, named after a world famous horse that predicted boxing matches, presidential elections and horse races.
The designs were created to feel like illustrations from a book, a distinguishable contrast to the sea of over-saturated colors of craft beer designs living on retail shelves across the country. Each label also features a short story about the history of the beer name.