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Founders gets all arty, taps cellar operator to create exquisite Pale Joe label

September 15, 2016Keith Gribbins

Brewers are artists. Just look at Founders’ brewmaster Jeremy Kosmicki in the video above — that hair, that goatee, that shirt unbuttoned to his navel — dude has artist written all over him. But he’s not the only artist stylishly creating the future of Founders Brewing Co. The Grand Rapids-based brewhouse recently tapped one of its lead cellar operators, Aaron Rossell, to illustrate and paint the label for Pale Joe — a coffee-focused pale ale. This is the fourth beer brewed to benefit ArtPrize (the international art competition decided by public vote and expert jury that takes place each fall in Grand Rapids).

Founders has produced a specialty beer for ArtPrize for the last four years, and previous releases include Inspired Artist Black IPA, Mosaic Promise and Spectra Trifecta. Rossell was chosen for his striking character illustrations, which you can enjoy in the video above. He developed the character of Pale Joe, “a leathery, dirty-overalled man, as a symbol of blue-collar, hardworking, coffee-sipping Midwestern farmers.” It’s definitely one helluva of an illustration, worthy of the whopping $200,000 prize for first place in the competition. It’s also a reminder that art is not what you see, but what you make others see, and Founders once again shows us the importance of creativity, philanthropy and empowering your employees.

Founders GreenZebra ArtPrize
Watch Founders Jacob Wiseheart paint the label for ArtPrize benefit beer Green Zebra
Founders Brewed4Us Logo
Founders Brewing expands distribution to Arizona
Founders Brewed4Us Logo
Founders Brewing expands distribution to Oklahoma, Louisiana and Arkansas
Founders packages last CBS and premium lager Solid Gold in customized 12-oz glass bottles by Ardagh Group

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  1. Michuntapped says

    September 19, 2016 at 9:53 am

    @foundersbrewing gets all arty, taps cellar operator to create exquisite Pale Joe label #mibeer https://t.co/CSG5kdkYwN

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  2. Takehiko Nakahara says

    September 16, 2016 at 7:51 am

    Takehiko Nakahara liked this on Facebook.

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  3. crsimp01 says

    September 15, 2016 at 5:18 pm

    Founders gets all arty, taps cellar operator to create exquisite Pale Joe label https://t.co/YyVAPJDNRI via @craftbrewingbiz

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