Off the Rail Brewing

illustration | hand-lettering | packaging design

I was commissioned by Off the Rail Brewing (OTR) in 2019 to create a custom illustration and lettering piece for their limited run Pedal Pusher Radler. Meaning “cyclist” in German, radlers are beer mixed with lemonade or citrus soda. OTR blends their Pedal Pusher with grapefruit juice as well for a refreshing, summery beer. The target market for this beer is younger women so the goal was also to create something light and feminine.

Initial sketches

My intention was to create lettering that would interact with itself and an illustration of a bike because of the name of the beer. After collaborating with OTR I was able to identify two directions my designs could go in and they were pumped to move forward with one right away!

End Result

The Pedal Pusher Radler was rolled out by Off the Rail on May 17, 2019. The owners and staff reported that consumers love the new packaging, aiding in this beer being a top summer-seller for that year. There was great social media engagement with consumers snapping lots of pictures of this can and sharing with the brewery.