We wanted the feeling without the ho hum storybook roof, rock wall, bucket, rope — you get the idea. It had to feel like it does when you look into a well… deep and a little dizzying. We also wanted a simple mark with endless options: bottle cap, tap handle, bottle wrap, van wrap… check check check. While doing much need research in liquor stores we also noticed a lot of the same — beer labels look like beer labels. We wanted something a little fresher and our client was willing to take the risk. Now if we could just get some samples.