Lord Almighty

Craft Beer

OBJECTIVES
To provide art direction and develop a copy tone of voice for Lord Almighty.

MATERIALS
3 drops of Huntsman beard oil
1 Danish dictionary
1 Danish pastry cookbook
1 horn of ale

OUTCOME
"Some say Lord Almighty is as tall as four men and once chopped a mountain down with the edge of his hand. All we know is that he has searched every inch of the Earth, convincing it to share its secrets with him. Armed with this knowledge, and a giant handful of rare ingredients, Lord Almighty brews beer so hardy it can quench a thirst for adventure. Drink it in."

When two brewing enthusiasts from New Zealand needed a name for their new line of beers, I worked with the creative agency Happy Giraffe to create Lord Almighty - a brand of beer so hardy it'll blow even the grizzliest of bears out of your beard.

The project began with a nameless beer and two brewers who needed a brand that shared the values of the beers themselves - unique, daring and adventurous. Each of the beers in the Lord Almighty range focuses on pairing unique and rare ingredient combinations that have been carefully sourced from all over the world. The concept for was born when the passion and experience of master brewer Dan Lord was exaggerated and turned into the character of Lord Almighty - a mythical adventurer whose exploits form the story for each of the different beers.

Each beer contains an original story and a beautiful illustration, resulting in a unique range of beers that has been quenching the thirst for adventure for over 3 years. Visit lordalmighty.beer for more information and a current roster of beers.

Some say Lord Almighty is as tall as four men and once chopped a mountain down with the edge of his hand.