the LAGUNITAS lineup
The Lagunitas marketing team came to us & various other design teams to see who could best help them in achieving their tap handle goals for 2023. These goals included designing various handle styles for their flagship flavors with quality & speed. Our team was chosen out of six others.
01 - exploration
Their marketing team had a rough idea of the general shape & style of what they wanted their lineup to be - it was my job to make sure that we could fit everything they wanted onto the handle, in a way that was possible to manufacture. Each option below indicates a slight change in their artwork application & core shape: (Please note, this is not an exhaustive compilation of all renders.)
02 - Refinement
When we had settled on the core shape for the whole line up, it was time to go over artwork applications & manufacturing details. Multiple 3D models were made and rendered exploring their options. The IPA & universal handles were modeled and rendered by Eric Mott. The Island Beats handle was modeled and rendered by Shane Hsiung.
When the standardization process was complete, the clients requested we included specialized universal handles for their specific taprooms. I was able to illustrate over the existing models of the universal handle to explore what route we could take for these. They decided to go with a common shape with different paint jobs on the additional collar as seen from the side views below:
03 - final designs
Below is the final lineup that have been distributed all over the United States:
