Fat Tire Belgian-style Ale stands as a flagship offering from New Belgium Brewing Co., a beer that holds a special place in the brewery's history, having played a pivotal role in its rise to prominence. When approached by Erich & Kallman to refresh its packaging, I aimed to capture the essence of the beer's origin story.

While the packaging has undergone numerous transformations over time, this particular label resonated with me. It embodies the romanticism of the founder's bicycle journey through Belgium, which ultimately served as the inspiration behind his endeavor to craft a Belgian-style beer in the heart of Colorado.