My team asked me to create the concept and design direction for our newest imperial hazy IPA. Hazetron is a relentlessly hoppy beer utilizing innovative cryo hops and pellets. I took the futuristic concept of the beer itself and created a place for the brand in the family of IPA’s at Deschutes.

A litany of poses and designs for the hop cone were presented. In the end, we decided on an evolution of the hop from existing brand, Fresh Haze. After replacing the corkscrew with a laser-explosion and giving the cone itself in a geometric treatment, we created the newest hop illustration in our lineup.