HOPSICLE

Three breweries collaborated on a frozen fresh hop IPA called Hopsicle. Cryogenically frozen hops at harvest to lock in that vibrant, punchy character. Good beer, smart process. But the real work was in how we talked about it. In a culture drowning in technological noise, nostalgia isn't escapism. It's a break. A chance to remember when things felt simpler—even if they weren't.

So we leaned into the fifties. Popsicle packaging. Ice cream truck summers. The childhood memory of getting your tongue stuck to something frozen and delicious.

The design and social campaign channelled mid-century Popsicle ads with tongue-in-cheek warmth. Not ironic. Not winking too hard. Just honest about what the beer was: a reason to slow down and remember life doesn’t have to be complicated.