03 September 2016
Members of the Founders Family were given the opportunity to submit their portfolios to find an artistic match for the Pale Joe label, without knowing anything about the beer. One of our Lead Cellar Operators, Aaron Rossell, was chosen for his striking character illustrations and unexpected use of color. Aaron developed the character of Pale Joe, a leathery, dirty-overalled man as a symbol of blue-collar, hardworking, coffee-sipping Midwestern farmers with the hope that he can help bridge the gap between artists and common-folk.
Check out this video, featuring Aaron and our Brewmaster, Jeremy, for a look at the process behind both the label and the beer: