Shock Ale is a fictitious brand of beer targeted towards youthful, energetic twenty-somethings who are down for a shocking night of entertainment. Established in 2006, this identity is loosely based on the ale Shock Top, an Anheuser-Busch brand with a unique name but an unconvincing design strategy. This new identity explores the word "shock" in a typographic and visual way, using lightning bolts, sound waves, and prominent graphics to convey the excitement and fun of drinking Shock Ale, while attempting to market beer through an unconventional approach.
Logo + Patterns
Light, Amber, and Dark Beer Bottles