Philthy Unfiltered Hazy IPA
Brand Identity | Packaging | Social Media | Merchandise
What started as a name for Yards’ new flagship hazy india pale ale evolved into an unapologetic mascot that represents the unfiltered nature of Philadelphia and the bold, aromatic ale inside the can.
Philthy (also known as Phil) debuted during the height of the pandemic and quickly made a name for himself by causing mayhem online, playing pranks on the other Yards beers and winning an award or two. The “Philthy Little Hop Monster” is now a staple in the Yards lineup and one of their most popular brews.
Client: Yards Brewing Co.
Design: Matt Rondos
Creative Direction: Adrian Castillo
Copy: Ryan Cook
Animation: Lee Woolhiser & Matt Rondos
Agency: Brownstein
Recognition and Coverage:
Madison Avenue Walk of Fame Mascot Inductee
Forbes