Don’t F#%K It Up is a Low Impact Ale, brewed with a 100% base malt of AZ-grown & malted barley from Sinagua Malt, malted Sonora White Wheat from Grain R&D, and fermented on AZ wildflower honey. This AZ centric beer is about supporting and sustaining the life of local honey bees and conserving the state's most important water ways in every glass.
What originally started as simply an idea for a statement: “Don’t F#%k Up the beautiful AZ Wilderness”, soon became apparent that the core of this message, is everything that Arizona Wilderness Brewing Co. stands for. Soon the team decided to brew a beer with this namesake, and I was approached not only to help give this beer an identity, but to help turn Don’t F#%k It Up into a living, breathing, brand of its own.
The focus here was for the identity to simply be big, bold and straight forward.