Brewtiful Design: Student creates label for hot-selling beer

As an intern for a Rochester institution, Alex Gerstner ’21 (Graphic Design) created the look of a popular product that flew off the shelves. 

Gerstner spent last summer interning for Genesee Brewing. The experience afforded her the chance to design the label for Genesee’s Bourbon Barrel-aged Scotch Ale, a limited-release beer that sold out at the Genesee Brew House in less than an hour in late fall. The drink was all the rage among craft beer aficionados, and Gerstner gave it a recognizable identity. 

“I liked the old retro vibes that (Genesee) had and they decorated the office with the old vintage and rustic look that they had in the past,” Gerstner said. “I wanted to incorporate that. Having a barrel on the front was a given, because the brew had been sitting in barrels for a whole year. Altogether, the design was different than anything they’d seen before.”

An expansive portfolio with a personal style helped Gerstner become Genesee’s first graphic design intern. She worked on a variety of projects, both big and small, for the company that has been brewing in Rochester since 1878.

“I created signs and posters, digital assets, some wearables and I got to do a little photography, which was nice to mix things up outside of my desk,” Gerstner said.

With Genesee being under the umbrella of FIFCO USA, which operates beer brands across the country, Gerstner had the opportunity to complete work for other brewing companies, including Labatt and Magic Hat.

Still, the label creation for the sought-after Bourbon Barrel-aged Scotch Ale was a top highlight for Gerstner. Seeing the pilot batch sell out in a matter of minutes was as exhilarating as it was making the art for it. 

“It was a really great opportunity and an awesome piece to add to my portfolio,” she said. “It was just super cool to see it everywhere and people everywhere were talking about it. After this experience, I know it can only get better.”

The dose of real-world experience reinforced Gerstner’s love for design and the Graphic Design program at RIT. 

“It taught me that this is what I want to do and RIT is a great place to make connections and get good feedback,” Gerstner said. “Good feedback and critiques are the most important part.”