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Beer Malt

These Playful Brews Come With a Variety of Characters and Quests

by Natalie Mouradian on 09/07/2017 | 2 Minute Read

Riley Hayes designed the playful packaging for Insight Brewing. Each can features a fictional character that helps describe the origins of each brew.

“While other craft breweries wax poetic about their local roots, Riley Hayes set their sights on the global origins of Insight Brewing’s fine ales. 

From shelf to web—and now video—they created a fantastical brand capturing the epic quest for the inspiration behind each brew, as told by a fictional world wanderer, the Brewmaster. 

Excerpts from these quests unfold in a series of chapters on Insight’s award-winning packaging.”

“But how did these stories come to be, you ask? Behold! Allow this prologue to quench your curiosity.”


Agency: Riley Hayes
Client: Insight Brewing
Production Company: Kobamm Productions
Audio Production: Babble-On Recording Studios
Animator: Tom Coben
Composer: Levi Brown
Voice Talent: Andy Dosdall
Location: Minneapolis, MN, USA

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