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Two Hearted Ale, Bell’s Brewery

Contributed by Eric Treacy on Jul 19th, 2018. Artwork published in
circa 2014
.
    Label from 2018
    Source: https://www.bellsbeer.com License: All Rights Reserved.

    Label from 2018

    American IPA @ 7.0% ABV by Bell’s Brewery, named after the Two Hearted River in Michigan’s Upper Peninsula. The primary type used on the label is ITC Souvenir, in orange and with a green outline. A previous version used ITC Clearface Black.

    Label from 2009
    Source: https://www.flickr.com Jeff Doyle. License: All Rights Reserved.

    Label from 2009

    Two Hearted Ale, Bell’s Brewery 3
    Source: https://www.walgreens.com License: All Rights Reserved.
    Two Hearted Ale, Bell’s Brewery 4
    Source: https://redlinebeerwine.com License: All Rights Reserved.
    Two Hearted Ale, Bell’s Brewery 5
    Source: https://www.bellsbeer.com License: All Rights Reserved.
    Tin sign sold in Bell’s Brewery’s merchandise store.
    Source: https://store.bellsbeer.com License: All Rights Reserved.

    Tin sign sold in Bell’s Brewery’s merchandise store.

    Typefaces

    • ITC Souvenir
    • ITC Clearface
    • TheSans
    • News Gothic

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    Designers/Agencies

    Artwork location

    2 Comments on “Two Hearted Ale, Bell’s Brewery”

    1. Jul 19th, 2018  3:32 pm

      Eric points out that the original art used for the labels is by local artist Ladislav R. Hanka from Kalamazoo, Michigan. Hanka has provided the Bell’s Brewery with label designs since 1984. He considers the Two Hearted Ale “to be the most successful packaging the brewery has yet to come up with and whose six packs and bottles are ensconced as altarpieces in fish camps from Maine, to Wisconsin and all the way to the pacific Northwest.”

      The very first design he submitted featured a fish-themed woodcut. “… they were deep-sixed for many years – Larry [Bell] being afraid people would avoid buying the beer thinking it might taste fishy […] My thinking was that fishing goes with beer like a Cubs or Tigers game does. A fishing trip is incomplete without a six-pack cooling in the stream awaiting your foot-sore trudging back to camp at the end of a long day […] I was of course right about that.” The woodcut is currently used for the cans, see the images above.

      These labels show that both ITC Clearface and ITC Souvenir were used for the typography already in earlier years. Hanka mentions that Paul Hayden-Duensing was his mentor in the book arts, but it’s unclear whether he was involved in the typographic choices. Left: A portrait of the artist’s father, Dr. Ladislav J. Hanka, “early investor and active board member with a few of his beloved Brook Trout on an early incarnation of the brewery’s flagship beer: Two Hearted Ale.”. Top right: Portrait of John Voelker AKA Robert Traver, author of Trout Madness, Danny & the Boys and many another fine fishing story (Anatomy of a Murder too)”. Bottom right: Opus Salvelinus – Brook Trout III. Etching with aquatint & Drypoint. This art also appears on the side of the packagings shown above. Images © Ladislav Hanka.

      Visit Hanka’s website to read the full story and see many more images.

    2. p.r. gramly says:
      Jul 22nd, 2018  9:30 pm

      I think the 'brewed and bottled’ line in the first image is News Gothic.

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