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Welcome to Odd Muse Brewing, a hidden gem nestled in North Dallas. This unique brand sought to create an unforgettable experience for its guests that went beyond exceptional brews. Rooted in their mission to craft distinct drinks with a profound grasp of brewing science, we developed the taglines “Embrace the Odd” and “Scientifically Crafted, Artistically Inspired.” With those tag lines created, I began experimenting with visuals that embraced the odd while feeling creative and scientific. With that in mind and drawing inspiration from the brewery’s esoteric ambiance, we envisioned a brand narrative evocative of secret societies. This direction aimed to immerse patrons in exclusivity, inviting them to feel they were part of something extraordinary when stepping into the bar.

One challenge was the packaging. We crafted a theme inspired by clandestine political clubs to meet this need, weaving hidden messages into the design. This not only enhanced the visual appeal of the packaging but also provided a delightful surprise for guests, offering them an engaging activity as they savored their drinks among friends.