Tall Tale Brewing Co. is a fictitious brewery based out of Macon, GA. The beer list consists of two separate lines that are distinguishable by different design approaches. The Stouts, IPAs and Lagers are advertised with whimsical illustrative labels that correlate to a familiar tall tale. These illustrations invite the consumer in through a fun and recognizable tall tale character, with each label expressing my colorful interpretation of the tale that it depicts. These labels speak for themselves, so I chose to package them in a 6-pack, black recyclable plastic can carrier leaving the label to be admired. The second line consists of the Sours and Goses that are represented by a bright and colorful graphic label that matches the beer to the associated fruit’s appearance and taste. Each one has a bookshelf design used for the label and cardboard, 6-pack box packaging. Creating two separate beer lines for Tall Tale Brewing Co. rounds out the brand’s identity with a bivalent approach that allows multiple visuals to represent a singular company. Tall Tale Brewing Co.’s identity wouldn’t be complete without its merchandise. I chose to use my primary logo with the addition of “Macon, Ga” to be represented on the grey baseball t-shirt and beer glass. The second merchandise design is a version of the Sour and Gose label designs, manipulated to display Tall Tale Brewing Co.’s tag line “Taste That Tells a Story.” The body of work is representative of my dueling love for fine art and illustration versus my love for graphic design. I believe that the two complement each other and are able to join forces creating a dynamic brand identity for all to enjoy.