Script: Joe Soriero
Director of Photography: Stephen Marino
Agency: York Work Shop
Producer: Bruno Musso
Director: Joseph Battiato
Brief: Brooklyn Brewery is introducing a new fonio-based pale ale to our core portfolio, and we need to develop a sub-brand color story and brand world for this new brew. This new addition should align with the overall design and copy architecture that has already been established for the existing Fonio Rising limited edition beer while ensuring the rich storytelling elements behind that sub-brand stand out as a unique and exciting offering.
Deliverables: Sub-Brand Color Story & Visual Identity, Brand World Creation, Packaging & Labeling, Copy Integration
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Name: Fonio Rising Pale Ale
Back of Pack Copy: Easy drinking pale ale with hints of tropical fruit. Brewed with fonio, a regenerative super grain supporting smallholder farmers across West Africa.
Tasting Notes: Fresh | Fruity | Citrus
Product Descriptors: Fresh. Fruity. Citrus.
Sell Sheet Copy: A hoppy pale ale bursting with tropical and passionfruit flavors featuring Fonio, an ancient African super grain that is good for the planet, supports smallholder farmers in Africa, and has a promising role in the future of beer. Known as the "Seed of the Universe," Fonio has thrived in West Africa for over 5,000 years - it requires no inputs, pesticides, fertilizers or irrigation - regenerating the land rather than stripping it. Our Fonio beers have proved immensely popular since Garrett Oliver began brewing with the grain in 2018, resonating with more communities and generating excitement with new craft beer audiences. This fresh pale ale is our favorite Fonio beer yet - snappy, dry and abundantly hopped with Strata and Citra.
Profile: Fonio-powered pale ale, packed with tropical notes of passionfruit and citrus with a snappy dry finish.
Pairings: Grilled Seafood, Spicy Dishes, Mango Salsa, Yassa Chicken, Fish Tacos
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Brand Direction: Joseph Battiato
Brand Positioning: Joe Soriero
Art Direction: Ashley Swope
Copy: Kelly Tesoriero
Brief: To celebrate the launch of Fonio Rising Pale Ale, we’re looking to create a limited-edition apparel collection. This collection should reflect the bold, vibrant spirit of the new brew and draw visual inspiration from the essence of fonio—a resilient ancient grain with deep West African roots and modern cultural relevance.
Designs should incorporate striking color palettes, patterns, or iconography inspired by West African heritage, Fonio Rising’s visual identity, and Chalé’s signature aesthetic. The goal is to create wearable pieces that feel celebratory, expressive, and rooted in story—merging craft beer culture with fashion and heritage in a fresh, dynamic way.
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Collection Copy: To celebrate the release of Fonio Rising Pale Ale, we’ve partnered with African Chop House and Ghanaian-based brand Chalé to create a limited-edition collection. Featuring bold, vibrant designs inspired by the spirit of our new brew, this exclusive merch captures the essence of fonio — a super grain with a rich history and a bright future.
FONIO RISING X CHALÉ JERSEY: Multicolor sublimation print with embroidered detail | 97% polyester, 3% spandex, 260 GSM breathable fabric | Loose fit
FONIO RISING X CHALÉ PACKABLE TOTE: Lightweight ripstop nylon build | Sturdy sealed seams and packable design
FONIO RISING X CHALÉ BUCKET HAT: Multicolor print with embroidered logo | 100% polyester, 200 GSM breathable fabric
FONIO RISING X CHALÉ JACQUARD SOCKS: Multicolor jacquard with embroidered logo | 80% combed cotton, 17% polyamide, 3% elastane
FONIO RISING X CHALÉ BOTTLE OPENER KEYCHAIN: Sturdy metal design | Screen printed logo on front | Laser-etched logo on back
Photography: Oluwaseye Olusa
Assistant Director: Ashley Swope
Brand Producer/Stylist: Kelly Tesoriero
Brand Direction: Joseph Battiato
Brooklyn Brewery Hardware & Softgoods
"Share the Brooklyn love and match your best friend with our collection of Brooklyn Brewery dog accessories. Our pet gear is stylish, durable, and ready for all your adventures together."
Merchandise and Campaign Creative Direction: Joseph Battiato
Art Director: Ashley Swope
Production Manager: Heng Av
Lifestyle Photography: Tyler Woodford
E-commerce Photography: Ezekiel Martinez
We’re back with our Brooklyn Special Effects January Sessions, where we spotlight the artists, musicians, and makers whose passion and creativity charge our borough with its unmatched energy. In the spirit of Dry (or Dryish) January, we caught up with a few of our neighbors to hear how Brooklyn Special Effects helps them stay inspired and do what they love.
Bryndon Cook, a multidisciplinary musician and producer, has spent over a decade shaping the New York music scene with his unique blend of soul, R&B, and indie influences. Known for his work as a solo artist and his collaborations with artists like Solange and Blood Orange, Bryndon’s creative vision resonates across genres. As he reflects on the fast-paced journey that brought him to Brooklyn, Bryndon has embraced a new phase of self-discovery — one centered on patience, balance, and mindful choices.
We sat down with Bryndon to hear about how incorporating non-alcoholic beverages into his life has helped him stay grounded, focused, and more in tune with his authentic self in the whirlwind of a city that never slows down.
Brooklyn Brewery: What is currently important to you as it pertains to living the best version of you?
Bryndon Cook: Now I’ve been in New York for over a decade now, which is kind of crazy to reflect on. I think the journey of coming here that many people have is filled with so much intention, purpose, dreams, and imagination. You bring so much baggage with you, and this place has a lot that precedes it. The time leading up to coming to New York felt like walking through molasses. And then once I got here, everything happened so fast. After pulling my head up from that tunnel vision focus, I’m realizing it’s crazy how fast it happens, and how fast the choices come at you too. 10 years just kind of flies.
I’m trying to slow down a bit, to recollect and reflect. The patience has really come back in like, “Okay, let me touch back base with where I am, what I’ve done, what got me here, what’s served me, what hasn’t.” That’s definitely been a time marker for this time in my life: patience and reflection.
BB: How have non-alcoholic options left a lasting impact on your relationship with drinking?
BC: Sometimes you have to remind yourself that part of the allure of coming here was that you have so many choices, and so many opportunities to engage or not. Drinking is baked into a lot of the culture in New York – it’s part of the atmosphere. After some time you can look back and be like, “Oh, how many did I have?” It’s just another one of those things to kind of take stock of. I used to put three pumps of sugar in my coffee. Now I have it black. I still have a little coffee on a special occasion, but it’s really all about coming back to center on those choices and re-navigating back to the steering wheel and saying “here are the pegs.” Here are my North, South, East, West Cardinal directions. Getting a hold of that’s been great. It’s kind of taken me back to being a child again, to the kid who came here in the first place. Getting back to those basics has been really special and rejuvenating.
BB: How has cutting back on drinking or incorporating NA beverages helped you learn more about yourself?
BC: I like to celebrate with my friends if we achieve a goal that we have. It’s nice to enjoy something like that, but moderation, patience and individualism really come into play. You have the power to choose how you want to feel, and when you want to indulge. It’s really nice to get back to the core of what works for me, and drinking on special occasions is where I like to keep it. Reminding myself that it’s up to me, that that’s my individual experience and touching base with that has helped me.
BB: Has your perception of NA beverages changed since you first saw them on the market?
BC: It hasn’t been until I’ve gotten older that I’ve really seen representations of non-alc, whether that’s in advertising, or just in personal experiences with my friends.
I know a lot of people who have recently become parents, and I’m an uncle, so I have an appreciation for how the culture around drinking has changed, and will continue to change for future generations. There’s a whole new world that has opened up through the options people have. It’s like music, you know, when genres can have so many different niches and corners and folks for people to rest in, I think there’s nothing better.
BB: Has limiting alcohol in your life changed the way you approach personal growth, both in your career and your day-to-day life?
BC: I find the balance of it all to be a pretty fascinating thing. I recently had a few injuries that took me off my feet and I was physically, literally getting my balance back, and trying to learn how to walk again for months. There’s a situational correlation here – what I found in getting my feet back was that while it’s still my legs, they’re different. Things are moving differently, things are connecting differently, it’s not the same as it was before. Finding that balance under a new set of circumstances has proven to be a whole new revelation.
A lot of my career has been a lot of working with and for other people, whether that’s music directing, working on albums – being a part of a group vision. Before I came to New York and started doing that, my relationship to music and to writing screenplays was very personal and private. After coming to New York, it’s not that I lost it, but work begets work and you start to drift into places that present company have you in. When it comes to drinking, there’s also that same kind of thing.
Now coming back to myself in this chapter of my life, where I found this kind of new sense of balance, it’s like going right back to point A when I was the first guy who kind of brought me here. Recently, making music has been fun for me in a way it hasn’t been in a while. When I wake up in the morning, I don’t have a grogginess or stiffness from pushing it to the limit a night before. The next day, I carry the same goals that brought me here in the first place.
BB: What would you say to someone who’s thinking about cutting back on alcohol or participating in Dry January?
BC: Actualizing your dreams starts every morning, and every day, and in every choice you have.
I wasn’t born in New York. I’ve been here for a minute now, but I definitely had a pilgrimage here. I definitely trekked into this place and it’s a brave thing to do, and it’s a brave thing to sustain too. It’s a formidable opponent. The people who are in the city that have been doing what you’re doing long since before you, you can tell.
I think the bravery that it took to take that step is one of the most gratifying things to remind yourself of, because it allows you to recall how much faith you have steeped in yourself and in your goals, dreams, and aspirations. Those are the things to hold on to and not to let go of. Non-alcoholic beverages can help regulate that relationship between yourself and how much energy you want to put into achieving your goals.
Follow Bryndon on Instagram to stay in the loop about his latest projects.
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Director: Andrew Price
Photography: Eva Cruz
US Marketing Director: Mildred Lee
Brand Director: Joseph Battiato
We’re back with our Brooklyn Special Effects January Sessions, where we spotlight the artists, musicians, and makers whose passion and creativity charge our borough with its unmatched energy. In the spirit of Dry (or Dryish) January, we caught up with a few of our neighbors to hear how Brooklyn Special Effects helps them stay inspired and do what they love.
Fariyal Abdullahi, an Ethiopian-born Executive Chef based in New York, is the culinary visionary behind Hav & Mar, a modern seafood restaurant in Chelsea that she opened with renowned chef Marcus Samuelsson. Under her leadership, the restaurant earned critical acclaim, including a spot on The New York Times’ 12 Best Restaurants list. But beyond the accolades, Fariyal is deeply committed to the practice of mindfulness, particularly in the high-energy world of the kitchen.
Amid the demands of her career, Fariyal carves out time each day to center herself, whether through quiet moments of self-reflection or a rigorous fitness routine. By prioritizing this balance, she’s able to be her best where it matters most, guiding her team with a calm, grounded presence in the back-of-house—a space where passion and chaos are often intertwined. We caught up with Fariyal at Hav & Mar to hear her take on how the non-alcoholic beverage category has transformed both the culinary experience and social landscape in recent years.
Brooklyn Brewery: What’s a normal day in life for you?
Fariyal: My life pretty much revolves around Hav & Mar. I don’t physically get in the building until 2PM, but my team starts arriving anywhere from 6AM to 8AM, so my phone starts blowing up that early. And when I’m home, I’m always thinking about the restaurant. I can never turn it off. It’s the first thing I think about when I wake up.
But I do try to give myself 15 minutes in the mornings. When I’m sipping my matcha, I try to put my phone away in hopes of the kitchen not burning down in those 15 minutes.
That 15 minutes is how I create the mental capacity for myself to hold so many peoples’ energies. But then I also need the physical stamina and endurance, because being a chef is truly like being an athlete. We’re on our feet anywhere from 10 to 14 hours a day. I create that physical energy by making sure I don’t miss a workout. I work out five to six days a week, even in the middle of all the chaos. I make sure to go to the gym, and allocate whether it’s 20 minutes or an hour, to move my body. If I have a healthy body and a healthy mind, then I can lead my team to a successful shift.
BB: Have you always had that philosophy, or is it something you’ve learned?
FA: It’s something that I had to learn on my own, and for myself. I don’t think there’s a singular equation for every person out there. You have to do what works for you.
When we first opened, I noticed that because I would get here in the morning, by the time our guests arrived, I’d already been here eight hours. When there were guests who were inspired by my story and wanted to meet me, I was already exhausted – I was thinking: how do I give you the energy that you saw on TV? How do I emulate that?
Between my 15 minutes in the morning, and making sure I get my workout in, it’s also about creating these “micro moments.”
If somebody’s asking me the same question for the 18th time, I don’t have the privilege to lose it. So I take these micro moments where I’ll go to our office upstairs for five to 10 minutes and center myself, so I’m in the space to be the best version of myself for our guests.
It’s not just about accomplishing a job, it’s about the energy of your body and your brain.
BB: How do you navigate social situations where drinking is the norm?
FA: I think for a lot of people, drinking in New York is a part of the culture; you drink if you want to have a social life, if you want to have a relationship, if you want to even unwind from the day. I think it’d be a really positive thing if people could believe there’s an answer to their problems within themselves.
BB: Are there any practices you have in place to ensure you’re living your best life?
FA: During those micro moments I talked about, I always make sure to do a quick inventory of how I feel. When you’re in the thick of things, it’s hard to know what all the emotions that you’re feeling at the time are. I always tell my sous chefs, “Don’t ever act or speak on primary emotions. Just step aside for a moment and truly understand what you’re feeling. If it’s anger, what is behind that anger? If it’s sadness, what is behind that sadness? Always evaluate your emotions before you act or speak on it.”
I’m constantly taking inventory of how I’m feeling, identifying why I’m feeling that way, and how I can filter that so I can show up better for my team. I think it takes more work to create an uncomfortable environment than a kind and giving environment. It takes more effort and energy to hold onto anger. It’s so liberating just to let go and love and be carefree. You feel lighter.
I always say I lead with joy because happy people are more productive.
BB: How has your perception of non-alcoholic beverages changed over the years?
FA: I think that because I’m a chef, I can’t help but see the analogies between the trajectory of non-alcoholic beverages and vegan food, for example. Both of these things were originally for a smaller population, so chefs were always kind of like, “Okay, we have a vegan in the restaurant, I’m gonna throw a bunch of sides together.” It wasn’t something people put care and thought into. But now that’s changed.
The flavor of non-alcoholic beverages is progressively getting better and better. But even if flavors pull people in, that’s not what keeps them. I think what keeps drawing people to NA is the feeling that they can fit in, and there’s no pressure to drink. There’s societal acceptance. It’s really cool that people are adopting it, and putting a healthier lifestyle first.
Follow Fariyal on Instagram for a peek behind the scenes of one of New York’s buzziest kitchens.
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Director:Andrew Price
Photography: Eva Cruz
US Marketing Director: Mildred Lee
Copy: Kelly Tesoriero
Brand Director: Joseph Battiato
We’re back with our Brooklyn Special Effects January Sessions, where we spotlight the artists, musicians, and makers whose passion and creativity charge our borough with its unmatched energy. In the spirit of Dry (or Dryish) January, we caught up with a few of our neighbors to hear how Brooklyn Special Effects helps them stay inspired and do what they love.
Chris Calderon is a photographer and curator/Director of Operations at Dear Friend Books, an independent Brooklyn bookstore renowned for its eclectic collection and community-based pop-up events. He’s deeply invested in the art of storytelling — whether it be from behind the lens or on the page — but he also emphasizes the importance of getting to know your own story. “Knowing yourself is the new cool,” he says, a mantra that has shaped his approach to both his work and well-being.
We sat down with Chris to explore how his decision to embrace moderation in drinking has strengthened his connection to both his body and his mind. By listening more closely to the signals his body sends, he’s found a clearer sense of balance—helping him stay grounded, focused, and equipped to make choices that align with his best self: someone that’s happy in the present, but is also looking forward to tomorrow.
Brooklyn Brewery: Has Dry January left a lasting impact on your relationship with drinking, socially and otherwise? Have you discovered anything about yourself in the process?
Chris Calderon: Most of the time, if everyone’s doing something, even if it’s not in a pressurized situation, you might want to just be part of your friend group or a new crowd that you joined. It’s funny how alcohol has become a big part of that. It raises the question, how do we cultivate our own patience and discipline within ourselves? Personally, I think you cultivate balance by getting to know yourself, getting to know your own threshold, and knowing that just like anything else, it’s not the same as the next person. We all have different thresholds, so I think it’s just about knowing yourself. You can make choices that keep you balanced.
BB: How would you define “knowing yourself”?
CC: I think one discovers themselves based on the environments and practices that they place themselves in. Some are not by choice, like where you were born and where you grew up. But ultimately when you become of age to drink, you have a choice of where you go, where you place yourself, what you engage in. The more life experiences and things you go through, you discover different things about yourself, like how much you can handle.
It’s really just about refining and fine-tuning life; seeing how you react to the environments you’re in, around the people you are around, around the relationships you’re in and what kind of feelings they give you. Do they make you more stressed? Do you drink more based upon that?
For me, it’s just about being mindful, and practicing not getting swept up in it. Observing my feelings and taking account of them so I’m not living in stress and anxiety.
BB: Has limiting alcohol in your life changed the way you think about personal well-being?
CC: The cool thing about our bodies is that they know more about us than we do. They always give you a signal of some kind. It gives you a signal when you need to rest. It gives you a signal when you’re about to get sick. It gives you a signal when you’re doing too much, or too little. You get anxious when you’re doing too little, or not enough. You feel exhausted when you’re doing too much, whether it’s mental exhaustion or emotional exhaustion.
Our body is always talking to us. If you just listen not to the crowd, but to yourself — not what you’re thinking, but what you’re feeling, I think you’ll have an answer.
BB: Has your perception of NA beverages changed since you first saw them on the market? Do you think non-alcoholic options are shaping the way we think about the culture around drinking?
CC: They’re much more prevalent, and they taste a lot better. There were way less NA options 10 or 15 years ago, and I would say they had more of a negative connotation.
I think the script has really flipped, now that the culture has shifted toward self-awareness. We’re aware that we’re different from other people, but not so much, just slightly, and that translates to how much we can handle. Now we find it a cool thing for people to make choices based on that. It’s admirable if someone’s making a choice based on how they feel, and they’re sticking to it, rather than making a choice based on how everyone’s going to feel about them.
Knowing yourself is the new cool.
BB: How has cutting back on drinking or incorporating NA beverages helped you learn more about yourself?
CC: It’s helped give a little bit more clarity to who I am, what I care about, what I want to achieve, how I want to do it, and maybe a little bit more time to execute it. I truly think it just keeps me clear, able to do what I say, commit to the things that I want to do, and show up for the people that I want to show up for.
I always say, “I like tomorrow.” I don’t go overboard with anything because I want to do it all over again tomorrow. You know, I’m lucky enough that everything that I engage in and do, I truly love. It gets me up every day and excites me, and I want to do it just as good — if not better — tomorrow.
Follow Chris on Instagram to stay up to date on his latest creative ventures.
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Director:Andrew Price
Photography:Eva Cruz
US Marketing Director: Mildred Lee
Brand Director: Joseph Battiato
We’re back with our Brooklyn Special Effects January Sessions, where we spotlight the artists, musicians, and makers whose passion and creativity charge our borough with its unmatched energy. In the spirit of Dry (or Dryish) January, we caught up with a few of our neighbors to hear how Brooklyn Special Effects helps them stay inspired and do what they love.
Based in Elmhurst, Queens, Erin Kelly Meuchner is the founder and creative force behind Meuchner, a bespoke jewelry brand she built from the ground up. Known for their distinctive designs, Erin’s pieces have caught the attention of tastemakers like Zoe Saldana and Dakota Johnson, and earned her a feature in W Magazine.
Erin opened up about her transformation from part-time food service worker to full-time artist and entrepreneur, attributing much of her success to her decision to embrace moderation in drinking. This shift brought clarity, creativity, and focus into her life, giving her the confidence to take a leap and fully dedicate herself to following her dream. We sat down with Erin to learn about what keeps her motivated and grounded from day to day, like finding moments to express gratitude, and taking up horseback riding as a way to push her potential – physically and creatively – to new heights.
Brooklyn Brewery: How has cutting back on drinking or incorporating NA beverages helped you learn more about yourself?
Erin Kelly Meuchner: You start becoming in tune with things around you, and becoming more aware of your surroundings. It was like peeling back the layers of an onion, reconnecting with myself as a kid, and accessing that childlike authenticity. At the same time, I feel like being true to myself is knowing my limits and my boundaries. It’s a practice of when to say “yes” and when to say “no.”
I’m really conscious about who I surround myself with. Living in a large city like New York or any metropolitan city, it’s a lot of go, go, go. For me, it’s just knowing when to slow down, and just surrounding myself with positive people. I don’t have a lot of toxicity in my life. I believe if you have inauthentic energy around you, then it’s going to make you feel off balance. I’ve been staying true to myself by focusing on where I am, who I’m with, and what I’m doing with my time.
BB: What role does mental clarity play in your approach to drinking less or embracing non-alcoholic options? Have you seen any impact in your creativity and output?
EKM: Before I cut back on drinking, I was still making jewelry, but I always wanted to get to where I am now in this industry. Sometimes I forget to be grateful for what I have in the moment, because I wouldn’t have been here if I didn’t take charge on moderating my drinking, and not spending my time in environments that weren’t so healthy and conducive to my growth. I don’t think I would be here if I didn’t take that initiative. I don’t think that I would have the vision to focus on building a brand or even know the wherewithal to even get here. I always wanted to have my own company, grow my own brand, and establish myself as an artist, and I didn’t know how to start until I cleared my head.
I was working hard, but going nowhere. I was always working in restaurants part time and hustling with my jewelry-making on the side because I thought I needed that duality to build my artistic career. I realized that when you slow down and maybe take a financial risk, it benefits you in the long term – to focus on your ambitions and your dreams. Cutting back on drinking and getting out of those environments gave me clarity on how to progress forward with my personal goals.
BB: How do you think non-alcoholic options are reflecting and shaping the way we think about socializing?
EKM: In the past, going out and drinking was often my way of dealing with my anxiety and mental health issues. I totally would have drank non-alcoholic options earlier, but they weren’t around. I’m happy they’re around now. I think they make environments more comfortable. If you go to a bar and you don’t want to feel empty-handed with water or soda, you can ask for an NA beer and you can still feel like you’re hanging out, and you’re not alone. It’s more accepted now, and the stigma around it is changing. It creates a safe space for people who choose not to drink – they don’t feel ostracized.
BB: What would you say to someone who’s thinking about cutting back on alcohol or participating in Dry January?
EKM: I would tell them it’s a really good opportunity to reset. People say it takes 21 days to break a habit, and I feel like taking a step back can bring a new sense of clarity and focus. There’s a newfound freedom to try it now that there’s options. We’re lucky to have that.
BB: Speaking of habits, do you have any keys to living a healthy life?
EKM: Waking up early. Going to bed early and waking up early has been life changing for me. I find it helpful to get the day started and move slower, at my own pace.
I also think it’s important to do my best to stay calm and present – to be in the here and now, allow things to unfold and not always set the highest expectations.
I truly believe that when you desire something, when you let go throughout your day and just let it happen, you can see the beauty in all the small things. Especially living in New York. You talk to the bodega guy, you pass a friend on the street if you’re biking, or driving, or on the subway. There’s all these beautiful little moments like finding a flower through the crack of a sidewalk. Then the dark moments and helping people out who seem like they’re in pain. There can be so much chaos in this city. You really have to keep yourself grounded.
I really just try to remind myself to breathe throughout the day. I have internal tools where I’m like, “take a beat and breathe.” Learning these practices can keep you going.
BB: What’s something surprising that you’ve discovered about yourself since embracing this lifestyle change?
EKM: Honestly, horseback riding has been therapeutic for me. I’m grateful for all the people that have helped me along the way; I’m lucky enough to have met a friend who owned horses, and I learned to ride, which had always been a childhood dream that I didn’t have the privilege of fulfilling before. I’ve learned to face my fears head on, whether that be starting a business, challenging myself in athleticism, or challenging myself mentally and emotionally.
Horseback riding is calming because there’s a fear element. I think fear is what pushes me to want to do better. Because horses are such sensitive beings you have to be really aware around them at all times. It makes me feel very present. When I’m riding, I can block out the rest of the world and connect with myself. It’s my reprieve.
Follow Erin Kelly on Instagram to stay in the loop about her latest releases.
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Director:Andrew Price
Photography: Eva Cruz
US Marketing Director: Mildred Lee
Brand Director: Joseph Battiato
For nearly 10 years, friends SuZen and Denise have made an annual pilgrimage from Manhattan to Brooklyn Brewery to snag a case of their favorite beer: Black Chocolate Stout.
With a direct line to our office manager’s phone, they start calling in late September to check if the stout has arrived.
Once they get the green light, SuZen and Denise hop on the L train to our Williamsburg Tasting Room, suitcase in tow, ready to each bring a case back home on the subway. They — and countless fans — love the rich, decadent flavor that makes Black Chocolate Stout a true classic.
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Photographer: Tyler Woodford
Producer/Social Media: Alice Feigel
Brand Direction: Joseph Battiato
Photographer: Brian Kelley
Brand Producer/Stylist: Kelly Tesoriero
Social Media: Alice Feigel
Brand Director: Joseph Battiato
Merchandise and Campaign Creative Direction: Joseph Battiato
Photography: Tyler Woodford
Brief: Brooklyn Brewery is introducing a new pilsner-inspired brew to our Non-Alcoholic Specials Effects Variety Pack, and we need to develop a sub-brand color story and brand world for it. This new addition should align with the overall design and copy architecture that has already been established for the existing variety pack, while ensuring the pilsner brew stands out as a unique and exciting offering within the collection.
Deliverables: Sub-Brand Color Story & Visual Identity, Brand World Creation, Packaging & Labeling, Copy Integration
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Name: Brooklyn Special Effects Classic Golden
Back Of Pack Copy: Brooklyn Special Effects Classic Golden balances subtle notes of honey with a crisp, clean finish that just so happens to be non-alcoholic.
Tasting Notes: Light | Balanced | Radiant
Sell Sheet Copy: Brooklyn Special Effects Classic Golden brings the same nostalgic, refreshing edge as its timeless counterpart, but just so happens to be non-alcoholic. With subtly sweet notes of honey and a crisp, laidback finish, Classic Golden’s the ideal companion for long sunny days when you want to unwind with a clear mind.
Profile: Smooth and refreshing with subtle notes of honey and a clean finish
Pairings: Grilled salmon, chicken kebabs, green curry, aged Gouda, pasta salad, sweet potato fries
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Brand Direction: Joseph Battiato
Art Direction: Ashley Swope
Copy: Kelly Tesoriero
Photography & Creative Direction: Joseph Battiato
Art Direction: Alice Feigel
Photographer & Creative Direction: Joe Soriero
Social Media: Alice Feigel
Second Photographer: Joseph Battiato
Put yourself in a fresher state of lime with Playa de Brooklyn. This bright lager packs a twist of vivid lime for a wedge of refreshment that breaks through the hustle and bustle. It’s made for stoop sunbathers, concert crews, park partiers, and any time that calls for some zest.
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Photography:Poupay Pinyodoonyachet
Videography: Eva Cruz
Assistant Director: Ashley Swope
Brand Producer/Stylist:Kelly Tesoriero
Brand Direction: Joseph Battiato
Brief: Brooklyn Brewery are introducing a new grapefruit-based IPA to our Non-Alcoholic Specials Effects Variety Pack, and we need to develop a sub-brand color story and brand world for this new brew. This new addition should align with the overall design and copy architecture that has already been established for the existing Brooklyn Special Effects Variety Pack, while ensuring the grapefruit IPA stands out as a unique and exciting offering within the collection.
Deliverables: Sub-Brand Color Story & Visual Identity, Brand World Creation, Packaging & Labeling, Copy Integration
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Name: Brooklyn Special Effects Grapefruit IPA
Back of Pack Copy: Special Effects Grapefruit IPA packs a zesty punch in each lively and satisfying sip that just so happens to be non-alcoholic.
Tasting Notes: Intriguing | Citrus | Vibrant
Product Descriptors: Vibrant, Delicious, & Non-alcoholic
Sell Sheet Copy: Special Effects Grapefruit IPA packs a zesty punch of sweet and zingy grapefruit. Every sip bursts with a bold aroma and tart finish that’s both tantalizing and satisfying, all at once.
Our Special Effects family includes an exciting and flavorful range of non-alcoholic brews with all the flavor and none of the buzz. Look for Special Effects Grapefruit IPA alongside our smooth Special Effects Hoppy Amber, bright Special Effects IPA, and crisp Special Effects Pils online or at a store near you.
Profile: Lightning-bright citrus and juicy, zesty grapefruit with a brisk finish.
Pairings: Jerk chicken, shrimp salsa verde tacos, citrus and avocado salads, sidewalk hangouts, and manchego cheese
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Brand Direction: Joseph Battiato
Art Direction: Ashley Swope
Copy: Kelly Tesoriero
Photography & Creative Direction: Joseph Battiato
Art Direction: Alice Feigel
Model: Jose Castillo
“Introducing the new Brooklyn Brewery Collection, a mixture of our favorite premium basics. Our logo, originally designed by Milton Glaser, is known across our borough and around the world as a symbol of flavorful beer for flavorful people. Rep Brooklyn wherever you go - from your local bar, to your travels, and beyond.”
Creative Direction
Art Director: Ashley Swope
Production Manager: Heng Av
Photography: Eva Cruz
Assistant Director: Ashley Swope
Brand Direction: Joseph Battiato
Our neighborhood has a distinct energy. That feeling comes from countless artists, musicians, crafters and creators, all working around the clock to follow their passion. Inspired by the new year and Dry – or Dryish – January ahead, we packed up some Brooklyn Special Effects and caught up with some of the makers in our neighborhood to see what drives them.
Fernando Lions, better known as simply Lions, is a tattooer, designer, artist, and illustrator based in Brooklyn. He blends influences ranging from street culture and iconography to comics and psychedelia to his work, churning out a steady stream of tattoos and designs from his studio, Street Dreams, located in the heart of Bed-Stuy.
We caught up with Lions and his dog on their morning deli run before heading to Street Dreams to talk about the wild pace of NYC, continuing to push your boundaries, and using non-alcoholic drinks as a way to stay social while keeping your creative edge.
Brooklyn Brewery: What is life like in New York City?
Lions: I really love New York City. I really love Brooklyn. I feel very lucky to live here and have my career here. But at times, you know, nothing’s easy. Everything is kind of like an extra step. Still, I really love the pace and the community that we have here. I get inspired by people and the imagery around me and kind of like the hustle and bustle of every day in New York.
BB: You’ve lived in NYC for over 25 years – how has your attitude changed with your time here?
L: We’ve had a lot of fun here, so I’m grateful for the times I’ve had. But I’m also focused on continuing to grow and I don’t feel like I would necessarily grow if I was partying super crazy. I take big breaks from drinking alcohol often and I feel like with the pace of life here, it’s really nice to take some time to focus on your health and clarity and be very productive.
BB: What advice would you give to artists just starting out in New York?
L: Health is wealth. Try to get fit and stay healthy as soon as you can, and build some healthy habits that you can carry on until later years. And try to maintain a constant balance of staying creative. Also I think rest is important. Relaxation, chilling, we need some downtime especially in this crazy city when you’re doing so much you need to take a moment to relax and recharge.
BB: Do you feel like there’s a stigma to non-alcoholic beers that we’re moving past?
L: My early impressions were that non-alcoholic beer is not going to taste great, or even similar. And now I think everything is moving towards people looking for the familiar feeling without the negative effects of alcohol.
BB: How do non-alcoholic drinks like Special Effects fit into your life?
L: Non-alcoholic beverages are a great option for us to have, especially around the holidays when you want to socialize and you don’t want to feel out of place. It’s a nice way to stay included.
Follow Lions on Instagram at @lions_nyc and @streetdreamsstudio for more art, apparel, and incredible tattoos.
Photography: Erinn Springer
Videography: Andrew Price
Brand Direction: Joseph Battiato
Our neighborhood has a distinct energy. That feeling comes from countless artists, musicians, crafters and creators, all working to follow their passion. Inspired by the new year and Dry – or Dryish – January ahead, we packed up some Brooklyn Special Effects and caught up with some of the makers in our neighborhood to see what drives them.
Jenny Olbrich, also known as The Pizza Girl NYC on Instagram, is the chef, head pizza maker, and co-owner of The Esters in Greenpoint, Brooklyn. After bouncing between everything from ultra distance mountain biking to creative direction, Jenny committed to pizza in 2009 and embarked on a series of kitchens, pop ups, and “weird underground dinner parties.” Today she is building the neighborhood bar she wants to see, full of dogs, great drinks, and excellent pizza.
We met up with Jenny behind the counter during her daily prep work to talk about building community in New York, pizza as an artistic medium, and why Special Effects IPA has found a home in The Esters’ kitchen.
Brooklyn Brewery: What’s a normal day for you?
Jenny Olbrich: My normal day is a very long day. I wake up super early, I walk with my dog, get my coffee, I run all my errands, including going to Emily’s Pork in Williamsburg, to get all my dried and cured meats. Then I come in and I do dough, I fix everything that’s broken the night before, troubleshoot, and then I make pizza.
BB: What do you love about living in NYC?
JO: New York really feeds my creativity. There’s so much going on visually, food, drink – anything you want, it’s here, and people are all putting their own different spin on it. Like pizza, there’s so many different pizza places that are absolutely amazing, but everybody’s doing something different. One of my favorite things to do is go out and have pizza in other places because everybody’s doing something special, and it just feeds you.
BB: You’re particularly focused on Greenpoint. What does this neighborhood in particular mean to you?
JO: I’ve been living in this neighborhood for so long that I feel like I’m really a part of the community, and I like that. I like being able to be there for people. Especially with opening this bar, we created a really nice hub for people to come in – you can be alone and want to get a drink by yourself, and you can come in and it’s a nice safe space to be. I think that New York fosters a false idea that it’s just big and empty and open, and it’s not. There’s all these different pockets of communities, like this one in Greenpoint. It’s really nice, it’s home.
BB: What first got you interested in pizza making?
JO: I started back in 2009, but I always loved pizza. Where I grew up was kind of a food desert. There wasn’t a whole lot going on there in Philadelphia, so I always loved pizza because it was kind of a comfort thing. It’s just like something that makes me happy. And one of the greatest things that happens is when I’m in the kitchen, I look out and I see people completely psyched. And it just keeps me going. And that just continues my love of making pizza.
BB: Do you consider yourself an artist in your pizza making work?
JO: I do consider myself an artist because it’s all sorts of nuances, and it’s not like I’m just slapping some stuff together and throwing it on a pan and just being “like here you go.” Everything is carefully thought out – like even down to how to top it and what it looks like and how those flavors blend. Because it’s also a really beautiful product. It’s not just delicious, but it’s really gorgeous. So I guess in a way I do consider myself an artist.
BB: What’s your take on Dry January? Do you participate?
JO: I don’t fully participate in Dry January only because I do have to taste wines, beers, and product for the bar. I can’t just buy something sight unseen. However, I cut back, so basically I just do the tasting. I’ve got to be honest, I’ve cut down on my drinking significantly in general, and that’s what I love about all these non-alcoholic options. Like today – drinking non-alcoholic beer, didn’t get drunk, can still work in the kitchen. It’s amazing, and it’s delightful.
Having non-alcoholic options that actually taste like a boozy thing kicks that craving. I look at it also as a social thing. Now you’re hanging out at the bar and you can actually have a drink – you don’t feel like you need to make excuses, or explain yourself like, “oh, yeah, I’m doing Dry January.” You’re drinking a beer, so nobody cares. I like it. So while I’m not participating fully in Dry January, lifewise: I’ve cut down. I love the options.
BB: What does drinking less allow you to do more of? Do you find non-alcoholic drinks like Special Effects to be a good alternative?
JO: Get up early. The early morning is my favorite time of day. It’s my time to just relax and chill out before my crazy long days. When I’m not hungover, I’m getting up and I’m happy, and I’m completely functional. At this point in my life – I don’t know if it’s an age thing – I have two glasses of wine and the next day I just feel completely [blows raspberry.] I like being able to just live without being tired and exhausted.
Sometimes, twice a week I’ll have 14 hour days. I don’t want to be hungover for that. That’s why it was nice to have a beer today, and still be able to work now. In the kitchen I don’t allow drinking. You’re not allowed to drink during your shift. This is just a great alternative. My guys in the kitchen and I, we had some of the Brooklyn Special Effects IPA, and they got to drink up! Everybody drank them and enjoyed them.
BB: Do you think there was a stigma attached to non-alcoholic brews [NAs] that has since shifted?
JO: Yeah, it has definitely shifted. You can look now, and there’s more products available. I think there was a stigma to NA where people were like “Oh, you’re in AA,” and well, no – not drinking doesn’t necessarily mean you have a problem. It means you want to be clear headed and you want to think. Now there’s so many options for NA, which is helping to get rid of the stigma.
BB: What was different about Brooklyn Special Effects when you tried it?
JO: The difference with Brooklyn Special Effects is that it tasted good, to be quite honest. The IPA has a delightful flavor to it and makes you feel like you’re drinking beer, which is a bit of a head game. Just crack one open, and it’s awesome. The flavor is delicious.
Why are you bringing Brooklyn Special Effects into The Esters?
JO: So we have a delicious option. And most importantly, it’s here in Brooklyn. We’re keeping it local and supporting the neighborhood. Like I said, I’m all about the neighborhood. Being able to offer this, I’m keepin’ it in the hood. Keeping it family.
Follow Jenny on Instagram for more pizza hangs and pepperoni dreams, and visit The Esters to taste the pizza for yourself.
Photography: Erinn Springer
Videography: Andrew Price
Brand Direction: Joseph Battiato
Our neighborhood has a distinct energy. That feeling comes from countless artists, musicians, crafters and creators, all working to follow their passion. Inspired by the new year and Dry – or Dryish – January ahead, we packed up some Brooklyn Special Effects and caught up with some of the makers in our neighborhood to see what drives them.
Jordan Page is a true multi-hyphenate – he’s a creative director, DJ, curator of @veryadvanced, brand owner and designer of Colour Plus Companie, and always looking for his next creative project. With collaborators ranging from Saucony and Caterpillar to 2 Chainz and Versace, Jordan is constantly putting the work in and putting himself out there to find his next opportunity.
We got together with Jordan during a day of finding inspiration and DJing to talk about keeping up his pace, creativity in NYC, and how Special Effects makes long work days and nights of networking possible.
Brooklyn Brewery: What is a normal day for you?
Jordan Page: A normal day includes waking up, going for a walk, grabbing a cup of coffee, maybe a hot chocolate, reading a bit, then doing some research for any creative work that I may have at the moment and doing the actual creative work. After that, it’s finding a good meal to eat and talking with friends and family. And, you know, just having a well-rounded, non-stressful day.
BB: What initially inspired you to do what you’re doing? What have you learned along the way?
JP: Love of the arts is what inspires me. I knew that for me to be fulfilled and satisfied, I needed to have a creative job more or less. And I’ve learned, not to sound cliche, but really be true to yourself and your purpose. Keep good people around you that you know will tell you if you’re not doing the right thing, but also motivate you and support you.
BB: How has living in New York City shaped your work?
JP: New York has taught me to be a resilient, inspired, motivated person. You can’t live here unless you are those things. You have to wake up with some sort of purpose every day in order to make it here.
You know, New York’s a tough place to live. It’s an expensive place to live. But as you get more opportunities, people pay you for your experience and your network. And so as you stay here, the opportunities grow too.
BB: That networking can be a lot, too. How do you think taking a break from drinking, like Dry January, fits in?
JP: In New York, there’s something to do every day. Every day you could be going out and drinking. I find freedom and clarity because I can wake up that next morning and not feel terrible because I wasn’t drinking too much the night before. I get a lot done. I’m more focused. I’m more motivated. My energy is much better. It’s all about what you prioritize because going out and drinking with people can also lead you to that next opportunity and that’s what networking in New York is about, you know?
BB: Great point. How do you see Special Effects fitting into that networking?
JP: With non alcoholic beverages you get the taste and the look and the feel of drinking a beer without doing so. You could be in those places where people are drinking and have a Special Effects Pils, and you can enjoy your night and be with your friends and be productive the next day. It’s a good thing.
Follow Jordan on Instagram for more style and creative inspiration, check out Colour Plus Companie to see more of his work, and find his music and even more ideas at @veryadvanced.
Photography: Erinn Springer
Videography: Andrew Price
Brand Direction: Joseph Battiato
Our neighborhood has a distinct energy. That feeling comes from countless artists, musicians, and creators, all working to follow their passion. Inspired by the new year and Dry – or Dryish – January ahead, we packed up some Brooklyn Special Effects and caught up with some of the makers in our neighborhood to see what drives them.
Victoria Rose Adrian is a Brooklyn-based textile artist focusing on chain stitch embroidery, rug tufting, and tailoring. After years as a head tailor, Victoria started working out of her studio to continue exploring the boundaries of her art. Her style unites traditional techniques with modern styles and influences to breathe new life into clothing and fabric.
We caught up in her studio, surrounded by colorful textiles and an arsenal of sewing machines, to talk about creative life, thriving amidst chaos, and finding the time and clarity to focus on her projects.
Brooklyn Brewery: What does a normal day look like for you?
Victoria Rose Adrian: I don’t know if there’s such a thing as a normal day. Every single day is totally different. I can have projects that are five months out due or ones that are due in 5 minutes so I can wake up and by the end of the day my plan is completely changed.
BB: What sort of pace do you enjoy?
VRA: The pace that I like is just nonstop, project after project, putting a little bit too much on my plate at all times. But when you finish it, you just feel really, really proud of what you were able to accomplish.
BB: How do you find your focus when you work? Does it come naturally to you?
VRA: When I’m working on something that I really love, the focus is instantly on. It’s something that I’ll think about as soon as I wake up in the morning and as soon as I put my head down to bed, I’m just constantly thinking of it all the time. So my focus really comes with feeling good, doing something that I love, and being super inspired by it.
BB: What was it like to start out as a working artist? Was there a progression to your work?
VRA: It came to me definitely in a progression, but I really set myself up to be at the place I’m at now. I was definitely playing it safe for a really long time, and then I finally chose to break out and, you know, truly work towards who I want to be, clients that I want to work with, art that I want to create and it kind of just started to unfold.
BB: What are you excited to work on recently?
VRA: In the last couple of years I’ve started to make my pieces bigger and bigger, and I love working on a large scale. Obviously, with large scales it takes more time. So I like projects that take a really long time. You’re focused on it, you’re throwing into it for hours of the day, and then you wake up and you want to go right back to it. So I think what I’ve enjoyed the most more than a favorite piece is the scale that I’ve been working on, just getting bigger and bigger.
BB: Let’s talk about Dry January – what does Dry January allow you to do?
VRA: Taking a break from almost anything typically allows clarity to unfold. I find myself having to step away from art pieces all the time and for me distance helps from focus.
During Dry January, I definitely want to try and learn a new skill. It’s something that I’ve been wanting to do for years, especially after such a busy time with work during the holidays and social gatherings and going out and having late nights. I think that going into the new year fresh, I can definitely make some more time and have a few more hours added to my day to learn something new.
BB: Do you find a sort of freedom in choosing Special Effects instead of – or while – drinking?
VRA: Yeah, I feel like there’s a sense of freedom of not drinking because I actually have more energy so I can put longer hours in at the studio and then still follow that up with going to a party after, or, you know, watching a TV show. It just allows me to continue and have more hours of my day.
BB: Do you like the idea of still going out and being social when you’re not drinking?
VRA: Absolutely. I often go out and don’t drink, especially if I have work in the morning or if I’m on a project that I’m really involved with and I want to be my, you know, 100%. So there’s definitely a freedom of knowing that you’ll wake up with a super clear head and be ready to take on the day.
BB: How does Special Effects fit into those nights?
VRA: It feels similar to what it feels like when you’re drinking beer. It allows me to relax, but I also become a bit more energized and I feel a bit, like, goofier and playful, but I can completely focus because I’m having a non-alcoholic beer. I’m not having a beer. For someone that does drink and just wants to feel better in the morning, it’s a great replacement for me.
Photography: Erinn Springer
Videography: Andrew Price
Brand Direction: Joseph Battiato
Introducing the new Brooklyn Brewery Collection, a mixture of our favorite premium basics. Our logo, originally designed by Milton Glaser, is known across our borough and around the world as a symbol of flavorful beer for flavorful people. Rep Brooklyn wherever you go - from your local bar, to your travels, and beyond.
Creative Direction: Joseph Battiato
Photography: Kris Hayden
Photography: Alec Kugler
Styling: Marcel Peña
Photography: Tyler Woodford
Models: Emilly Bessa & Abe Halpern
Creative Direction: Joseph Battiato
Long ago, secretive Ghost bottles haunted the deepest recesses of our brewhouse, each revealing flavors never before tasted in this realm. This Halloween, the Ghosts return in can form, giving a rare glimpse of Brewmaster Garrett Oliver’s latest experiments, innovative techniques and bold ideas in the making. Introducing MegaPurple and Baked Goods, two uniquely delicious and rare brews that are sure to intrigue the taste buds. Pick up a 4-pack in the Brooklyn Brewery Tasting Room before they disappear, and stay tuned for more Ghost Cans to fade into the Tasting Room year-round.
MegaPurple (6.3% ABV) is a rare blend of fonio wheat beer, barrel-aged intrigue and wild-fermented sour ale cheekily colored with the flavorless grape concentrate called “MegaPurple”, the “dirty little secret” of the wine industry. Slightly tart, exuberantly fruity, and fun to drink.
Baked Goods (8.3% ABV) is a robust brown ale aged in New York Distilling Company Rye Whiskey Barrels. Warm notes of whiskey sit atop layers of roasted malt, caramel and vanilla over a smooth, full body that’s perfect for crisp fall nights and holiday celebrations.
Label
Creative Direction: Joseph Batttiato
Art Direction: Ashley Swope
Senior Designer: Ashley Cobb
Photography
Creative Direction: Joe Soriero
Photography: Joseph Battiato
Social Campaign to Create Excitement for Upcoming Holiday 2023 Collection
Creative Direction & Photography
Photographer: Tyler Woodford
Brand Director: Joseph Battiato
This past September, we celebrated hip-hop’s 50th anniversary by collaborating with acclaimed music journal Wax Poetics to honor Brooklyn’s favorite son, Notorious B.I.G. To pay homage to his vibrant and enduring legacy, we invited fans to join us for two nights of events in his home borough.
On the first night we hosted a panel discussion at the brewery, featuring the inimitable Ready to Die producer Easy Mo Bee and Wax Poetics’ Editor-At-Large Andrew “Monk-One” Mason. In a fascinating conversation punctuated by stripped beats, they reflected on the early 90’s New York City milieu that bred Biggie’s musical success.
The highlight of the evening came when Easy Mo Bee presented the original floppy disk that he brought to Biggie’s studio for their first meeting. Attendees were captivated by the sight of the 29-year-old relic, but Easy added some lesser known context to its significance – some of its compositions were initially intended for Big Daddy Kane, including the now-legendary track “Warning.”
Easy went on to recount another anecdote that served as a testament to Biggie’s vision. During a studio session, he was switching between tracks on a disk, and Biggie heard potential in the transition between beats. He asked Easy to isolate the sound and integrate it in his album – it became the distinctive intro rhythm of Ready to Die’s “The What.”
Night two was held at Downtown Brooklyn venue BRIC. Rising rap prodigy MIKE and renowned Biggie-contemporaries Masta Ace and Marco Polo lit up the ballroom stage in a concert that proved homegrown hip-hop talent continues to persevere and inspire.
MIKE gave attendees a listen to his newly released collab album with Wiki and The Alchemist, and sent a lucky fan home with an unlabeled beat CD. Masta Ace followed with a high-energy performance that demonstrated his lasting position as one of the best performers alive. His set included songs spanning from his early recordings to his resurgence in the late 2000s.
Click the video below to see footage featuring interviews and performances from Easy Mo Bee, Masta Ace, Marco Polo, and MIKE.
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Assistant Director: Ashley Swope
US Marketing Director: Mildred Lee
Copy: Kelly Tesoriero & Tim Rozmus
Brand Direction: Joseph Battiato
In celebration of hip-hop’s 50th anniversary this year, we’re releasing a limited edition Notorious B.I.G. x Brooklyn Lager collection to pay homage to Notorious B.I.G.’s vibrant legacy.
This limited release of Brooklyn Lager – which is celebrating its 35th anniversary this year – delivers the same bold taste that has made it a favorite for three decades, but for a limited time will feature an iconic image of Brooklyn’s favorite son, capturing his larger-than-life persona and serving as a testament to his creative legacy and profound impact on the hip-hop community, as well as in fashion, style, photography, and more.
Creative Direction & Styling
Photographer: Alex Brown
Stylist & Assistant: Kris Hayden
Models: Maya Sistruck & Garrett Fox
In celebration of hip-hop’s 50th anniversary this year, we’re releasing a limited edition Notorious B.I.G. x Brooklyn Lager collection to pay homage to Notorious B.I.G.’s vibrant legacy.
This limited release of Brooklyn Lager – which is celebrating its 35th anniversary this year – delivers the same bold taste that has made it a favorite for three decades, but for a limited time will feature an iconic image of Brooklyn’s favorite son, capturing his larger-than-life persona and serving as a testament to his creative legacy and profound impact on the hip-hop community, as well as in fashion, style, photography, and more.
Creative Direction
Art Director: Ashley Swope
Production Manager: Heng Av
In celebration of the 35th Anniversary of our flagship beer, Brooklyn Lager, Brooklyn Brewery tapped into iconic duo Cevallos Brothers to create the key visual party flier.
Photoshoot & Artwork Creative Direction in partnership with Mildred Lee
Photographer : Lanna Apisukh
Art Direction & Styling
Photography: Tyler Woodford
Brand Direction
Photography: Bobby Doherty
Brand Direction
Photography: Sophie Hur
“Nestled along the banks of the Lackawaxen River in the town of Hawley, Pennsylvania, resides Housefly; a fishing shop that strives to marry fly fishing, tying essentials, and conservation with local and international art. Opening in the spring of 2021, avid fishermen and founders Sean Witman, Tim Miller, and Dan Santoro offer an eclectic approach to fishing retail. It has been gaining admiration with fishing and outdoor communities alike.
Our team connected with Sean and Tim of Housefly on a fishing trip to local New York streams and rivers of the Catskills mountains. Using a mixture of dry fly and nymphing techniques for a variety of fish, Tim and Sean wear-tested the River S/S Fishing Shirt, River Shorts, a range of graphic t-shirts and headwear from the Summer 2021 collection.
Photos by Alec Kugler & Only NY Staff.”
Art Direction & Styling
Brand Direction And Styling
Photography: Tyler Woodford
Art Direction
Photography: Ryan Schostak
Art Direction
Photography: Marisa Silva
Art Direction & Styling
Art Direction
Photography: Tyler Woodford
Art Direction & Styling
Art Direction: Joseph Battiato & Lukas Witek
Photography: Joseph Battiato & Lukas Witek
“Located along the Winooski River and surrounded by a landscape of lofty trees in the outskirts of the Old North End neighborhood of Burlington, Vermont is Pitchfork Farm. Headed by Eric Seitz and Rob Rock, Pitchfork Farm is a diverse 24 acre organic vegetable farm specializing in growing over 80 varieties of organic crops that are available to the local community and used in the menus of many prominent restaurants in Burlington. Eric and Rob also run a pickle shop storefront in Burlington specializing in pickling and fermenting everything from radishes, beans, and peppers to kimchi.
Eric is seen here wear-testing the South Street Overalls at his farm. This is a new style designed from workwear references with a slightly more modern fit and styling. The South Street Overalls feature a heavyweight 100% cotton canvas body, reinforced double layer knees, multi-use pockets, and adjustable elastic shoulder straps.”
Art Direction & Copy Writing
Photography: Molly Conant
Art Direction: Joseph Battiato & Marcus McDonald
Photography: Marcus McDonald
Art Direction
Photography: Tyler Woodford
Tattooist, graffiti writer, illustrator, designer, and Deadhead are just a handful of titles that describe New York creative Fernando Lions. Living in New York City for over two decades, Lions has established himself in the graffiti and tattoo world and has been a friend of Only NY before the brands conception.
Our team met up with Fernando in his new studio, Street Dreams, in the heart of Bed-Stuy to check out what he’s been working on in the last year in the all-purpose studio. Taking influences from street culture, comics, psychedelia, iconography, and cartoons, Fernando used our Paint Markers for a variety of works and styles ranging from large flash designs, a canvas illustration, and classic throw ups on postals.
Photography: Nate Kelley
Art Direction & Digital Layout
Only NY is pleased to announce an exclusive benefit t-shirt with Gathering Growth Foundation, an organization working to visually preserve the legacy of significant trees and forest in the United States. The t-shirt features The Queens Giant, one of the largest Tuliptrees in NYC with a circumference 19’ and a height of 133.8’.
Founded in 2019 by photographer and archivist Brian Kelley, Gathering Growth works to document some of the last remaining old growth around the United States. Photographing these remaining giants on large format film and capturing soundscape recordings to add another dimension to the visual experience. Since the 1600s, 90% of the virgin forests that once blanketed much of the lower 48 States have been logged. As the population continues to rise, forest fragmentation and degradation continues. This results in the significant loss of extensive areas of old-growth forest. According to one estimate, stands of the century-old forest now account for only 7% of forest cover in the United States.
The limited edition Gathering Growth T-Shirt will be available online on Thursday, July 29 @ 12pm EST and in-store at 176 Stanton & 49 Franklin. Each t-shirt will be accompanied with a Tuliptree seed growing kit to promote tree growth native to the Northeast.
Director: Brian Kelley
Brand Direction: Joseph Battiato
Art Direction
Art Direction
Photography: Ryan Schostak
Art Direction
Director: Steve Mastorelli
Only NY is proud to announce their latest Artist Series celebrating renowned, late New York artist Al Hirschfeld. Known for his extensive career in illustration, the collaboration works to honor the Artist’s legacy through a limited edition shirt and sweatshirt of 175 pieces total.
Al Hirschfeld, a self described “characterist", stands as one of the most iconic and innovative efforts in establishing the visual language of modern art through caricature in the 20th century. Widely known for his linear calligraphic style, Hirschfeld’s work has appeared in virtually every major publication in the last nine decades, most notably a 75 year relationship with the New York Times. Amongst multiple awards and achievements, Hirschfeld was declared a Living Landmark by the New York City Landmarks Commission in 1996, a Living legend by the library of Congress in 2000, and had a Broadway theater named for him in 2003.
Art Direction
Brand Direction
Photography: Marcus McDonald
Only NY is proud to announce a limited collection celebrating renowned artist Peter Saul in a partnership with the New Museum. Featuring Saul’s original artwork, the collaboration works to honor the Artist’s legacy through a limited run of shirts and a sweatshirt. The offering comes in conjunction with the iconoclastic painter’s first New York survey exhibition, “Peter Saul: Crime and Punishment,” on view at the New Museum from February 11 through May 31, 2020.
Known for his ambitious and bold use of color, Saul’s paintings are grandiose in form and style, and helped inspire and influence many later generations of artists. His work takes inspiration from a variety of artistic movements including surrealism, comic book imagery, and social realist artworks of the early 20th century. Saul’s paintings are a masterful blend of the visualization of his imagination and his distinct interpretations of the contemporary cultural trends in which he is living.
Only NY selected an array of paintings that represent a range of Saul’s later work featured in Peter Saul: Crime and Punishment. Saul’s Businessman / Young Executive, 1980, is currently on loan from the personal collection of renowned artist KAWS, and shows Saul’s surrealist fascination with challenging traditional modes of form and composition. 1987’s Self is a centerpiece of the retrospective and is exemplary of Saul’s paintings at their most refined. Flush with contemporary pop culture imagery, Self helped solidify Saul’s legacy as a groundbreaking American painter. Stuck, 2007, is the most recent of Saul’s work Only NY chose for this exclusive capsule, as it demonstrates the California-bred artist’s masterful ability to marry contradictory themes such as good and evil, dark and light, in order to communicate with viewers from every background.
Art Direction & Brand Direction
Art Direction
Director: Alexander Cody Nguyen
Photography
Photography & Creative: Adam Powell
Art Direction
