In celebration of their 23rd anniversary, I had the opportunity to collaborate with Yard House to create a unique, tequila-inspired IPA. This collaboration brought together five experts—chefs, tequila distillers, and brewmasters—each contributing their expertise to the project. Our mission? To name this exceptional brew and design its visual identity.
The result was Noble Pursuit, a name that honors both the beer’s purpose and the agave harvesting process. The logo is simple and clean, featuring a regal black and gold color palette. The typeface reflects the jagged edges of Jalisco's agave plant, while the five-pointed crown symbolizes the five partners involved. The colorful coasters incorporate vibrant patterns inspired by traditional papel picado folk art, adding an authentic touch to the brand.
To celebrate their 23rd Anniversary, I had the chance to work with Yard House to craft a one-of-a-kind, tequila-inspired IPA. This lead to a legendary collaboration between five different experts in their fields, including chefs, tequila distillers and brewmasters. Our task at hand? Name this unique brew and craft its visual identity. Meet Noble Pursuit, a name that pays homage to the mission of the beer and to the agave harvesting process. And the logo? Simple, clean with a regal color palette of black and gold. The type echoes the jagged edges of Jalisco’s agave plant while the five point crown represents the five partners involved in the project. And colorful coasters pull pops of color and patterns from traditional papel picado folk art.