We decided to step away from the somewhat commercial looking mainstream line up of the Alchimiste and go for a completely different approach, one that would resonate with true microbrewery enthusiasts. To achieve that, we created a 100% hand crafted design that reflect what true microbrewery is all about. We also used an illustrative approach that is inspired by the beers names, with hidden beer bottles (a wink to the hidden beer bottle in negative space in the brand logo). We also created a specific "Hors Séries" brand stamp to make sure that there is a separation between the commercial line up logo and this sub-brand.

The art direction for Hors Série takes a giant step away from what is usually seen within the commercial beer market. Using an illustrative approach that was inspired by the beers name, we have created three distinct shapes for each brew's label art – a deer, a queen, and Bigfoot. Within those shapes each beer’s name and support copy has been married together in an expressive infographic style.

The typography is playful, interesting and fun. Hand illustrated, it meanders and tells a story of it’s own with a variety of font styles and sizes all woven together. Each label has “hidden” beer bottles incorporated into the design – take a look at the queen's crown or those deer antlers.

Without any new advertising other then the packaging , Alchimiste managed to reach 100 % of their sale objectives, 250 % of market penetration and 200 % of their production objectives. They are actually out of stock and can't keep up with the demand.