BITTER OLD FECKER RUSTIC ALES
Brand Identity | Brand Narrative | Package Design | Product Narrative | Illustration | Video | Digital Design
Nathan Hukill, a brewer from Ann Arbor Michigan, called us to help create a line of craft beers based on the life of Cecil K. Fecker, a legendary family member. A music guy, Nathan had long been a fan of Keith’s work, particularly the branding and exclusive art Keith created for Hank III. Nathan was determined to create distinctive beers with strong identities so he gave Keith free reign to create. No restrictions. “Make it as badass as you want,” he said. And with that the Bitter Old Fecker Rustic Ales brand was born.
Once the base brand was established, Keith and Jeff got to work on the first release — a brew called Old Strutter, named after a nasty ol’ rooster on Cecil’s farm. Keith’s approach was to illustrate the rooster in a style that reflects Old Strutter’s scratch-your-eyes-out punker attitude. Jeff wrote the rooster’s biography and cap one liner as the first package design came to life. Later, we added more critters inspired by other animals on the farm including Darlin, Jet, and Kaplan. Totally BA.
Creative Director – Keith Neltner
Brand Leader – Andi Bussard
Writer – Jeff Chambers
Photographers – Brian Steege, Kyle Ebersole