Brewed after 9PM decisions.

A narrative-driven craft beer identity exploring late-night decisions and emotional impulsivity through illustrative packaging.

After Hours Brewing Co. is built around the version of us that appears after 9PM.
Slightly braver. Slightly louder. Slightly less filtered.

It’s the hour when hesitation fades and impulse takes the lead.
When messages are sent.
When exits are delayed.
When voice notes run longer than they should.

Each beer represents a specific late-night decision, impulsive, emotional, or questionably wise.

Valid after dark.

Target Audience

23–35
Urban. Design-aware. Socially active.

Tone of Voice

Witty, self-aware, observational.

Short sentences.
Controlled tension.
Understatement over drama.

The brand doesn’t glorify bad decisions.
It simply acknowledges them.

Positioning

After Hours Brewing Co. is a narrative-driven craft beer brand built around emotional micro-decisions typically made after 9PM.

Each SKU represents a specific late-night moment,
impulsive, reflective, or slightly unnecessary.

It exists between humor and honesty.

Visual Direction

Bold color dominance per SKU.
Minimal illustration.
Controlled grain texture.
Bold but modern typography.

Each can functions as a poster.
Each decision has a color.

The 9PM Collection

Four beers. Four decisions. Same night.

Texted Him Stout

Sent at 23:47.
Rich chocolate body.
Bold. Slightly risky.

VOICE NOTE LAGER

Crisp, light, refreshingly honest.
2 minutes long. Should’ve been 20 seconds.

Soft Regret
IPA

Bright citrus.
Slight bitterness.
Felt right at the time.

OVERSTAYED PORTER

Deep, warm, slow-burning.
One more hour won’t hurt.

After Hours Brewing Co. turns packaging into participation.

With every six-pack purchase, a physical decision ticket is attached to the pack, visible beneath the wrap, valid after 21:00.

Each ticket corresponds to its beer variant and presents a simple prompt to take that action tickles someones mind on the table.

A small nudge toward the version of you that shows up after dark.

By integrating the ticket into the packaging itself, the brand extends beyond the product and into behavior, transforming a can of beer into a moment of action.