IT CAME FROM THE HAZE

Ghostfish Brewing Hazy IPA Series

The ICFTH Series is a playful extension of the brewery’s brand leaning into mystery, folklore, and the unexpected. Each quarterly release features an inventive hop profile and an atmospheric design evoking  the foggy, untamed wilderness of the Pacific Northwest. The rotating designs allowed the brand to stay dynamic on shelves, and fans to engage with each new release as part of an ongoing visual series.

A defining feature of the design was the inclusion of a hidden Sasquatch on every can, integrated into the artwork in a different way each quarter. This recurring element became both a signature and an interactive experience, inviting drinkers to slow down and explore the details of the illustration. Sometimes obscured in the haze, other times cleverly woven into the environment, the Sasquatch reinforced the brand’s sense of intrigue and storytelling. Together, the award winning recipe and revolving designs eventually gained enough popularity to earn a place in the brewery’s flagship lineup.