DETAILS
Illustration
CLIENT
Surly
Brewing Co
PROJECT
Oktoberfest
Poster
YEAR
2023
AGENCY
Freelance
Surly Brewing Co. contacted me to illustrate the poster and mascot for their 2023 Oktoberfest event and point-of-purchase creative. The brief was short; keep it Oktoberfest-themed and avoid skulls (they tend to be heavy on that and need a break from skulls for a bit).
During the first rounds of loose sketches, I explored different ideas around Oktoberfest, like its history with horse racing and food. Surly wanted the beer to be front and center, so we ended up with a mascot colloquially known as Steiny.
The poster's subtle features make this one of my favorite pieces I've created. Did you notice Steiny's stylish Oktoberfest-inspired trousers, beer foam mustache, or that he was tipping his stein lid? Another fun detail is the negative space between the clouds creates an "S" for Surly. To go even further, almost conspiracy theory level, "Oktober," Steiny, and "Fest" resemble the shape of Minnesota.