Spring House Brewing
Concept Thumbnails
These initial thumbnail sketches explore iconography, symbolism, and emotional tone for a limited-run beer label concept. Inspired by traditional tattoo motifs, folk imagery, and “emo” visual language, I experimented with hearts, stars, banners, and hand-drawn type to balance vulnerability and boldness. The goal at this stage was rapid ideation—testing narrative themes, hierarchy, and mood before refining into a cohesive label system that could translate effectively to print.
In-Process
This stage of the project focused on blending emo-era symbolism with traditional Pennsylvania Dutch folk motifs to create a label that feels emotionally raw yet historically grounded. Hand-drawn hearts, stars, birds, and florals reference folk-art signage and hex symbols, while distressed textures, cracked iconography, and bold contrast pull from emo and punk visual culture. Through iterative refinement, I tested how far these two visual worlds could intersect. Balancing ornamentation with clarity and ensuring the final label would feel expressive, legible, and production-ready.
Final Design - Hexed & Heartbroken Beer Label Limited Series
The final label system brings together emo-era emotional symbolism and Pennsylvania Dutch folk traditions into a cohesive, production-ready package. Traditional hex-inspired layouts, ornamental borders, and folk iconography ground the design in regional history, while distressed textures, bold contrast, and expressive colorways evoke themes of heartbreak, longing, and catharsis. The system was designed to scale across multiple beer styles, with color and typographic variations maintaining consistency while clearly differentiating each release.
New England IPA
This design blends Spring House Brewing’s emo-inspired aesthetic with Lancaster’s Pennsylvania Dutch heritage. The broken heart, raven, and dark tones reflect the emo influence, while the tulip motifs and star elements nod to traditional hex signs. Pairing this with a New England IPA makes sense, since the hazy, juicy style is bold, flavorful, and attention-grabbing, just like the artwork. Together, the beer and the design create something that feels expressive, unique, and perfectly aligned with the brewery’s creative spirit and audience.
Double IPA
This design carries the same fusion of emo-inspired style and Pennsylvania Dutch heritage, but its darker black background with bold neon accents makes it feel even more intense, perfect for a Double IPA. The broken heart and raven highlight the emotional edge of the emo aesthetic, while the tulips and star elements connect back to local hex sign traditions. A Double IPA fits this look well because it’s a stronger, bolder beer, just like the high-contrast visuals. The artwork and beer together create an impactful pairing that feels expressive, memorable, and aligned with Spring House Brewing’s edgy identity.
Sour IPA
This design leans into the Valentine’s Day theme while still keeping the emo-inspired edge that defines the series. The pink and purple tones highlight love and heartbreak, while the broken heart, raven, and teardrops keep the design tied to the emotional weight of the emo aesthetic. The tulip motifs and star details connect back to Pennsylvania Dutch heritage, grounding the artwork in local culture. A Sour IPA is a perfect fit for this design; the tart, punchy flavor mirrors the mix of sweetness and bitterness in relationships, making the beer and artwork work together as a playful yet expressive seasonal release.
milkshake IPA
This Valentine’s Day design pairs the emo-inspired heartbreak theme with playful sweetness, making it a perfect match for a Milkshake IPA. The pink and purple tones give it a romantic, candy-like feel, while the broken heart, raven, and teardrops keep the emotional edge that defines the series. The tulips and hex-sign inspired details ground the look in Lancaster’s Pennsylvania Dutch heritage, adding cultural depth. A Milkshake IPA is a natural fit here. The creamy, dessert-like style balances sweetness and bitterness, just like love and heartbreak, creating a release that feels both indulgent and expressive.
