There's something truly special about projects that live at the intersection of craft, culture, and community. When Onyx Coffee Lab and New Belgium Brewing came together to create a limited-edition coffee-infused sour ale—La Folie Reserve—we had the opportunity to shape the creative strategy and design execution for one of the most exciting cross-industry collaborations of the year.
This wasn’t just a collab between two beloved beverage brands. It was a shared experiment in flavor, storytelling, and design—and we were proud to lead the creative charge from concept to launch.
Bridging Industries With Story
The goal was simple but ambitious: capture the essence of two deeply respected craft producers—Onyx Coffee Lab and New Belgium Brewing—and tell a cohesive, exciting story that would resonate with both coffee and beer audiences.
We knew this partnership needed more than just great packaging. It needed a visual narrative that communicated the shared values at the heart of the collab: attention to detail, respect for process, and the joy of experimentation.
From product design to in-person activations, we built a storytelling arc that celebrated not just the final product of the collaboration, but the journey that brought it to life.
Our Role: Design, Content, and Campaign Strategy
As creative partners, we handled the campaign rollout for the La Folie Reserve collaboration between Onyx and New Belgium, including:
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Custom packaging design for both the beer and a collaborative coffee offering that visually blended both brands’ aesthetics into a premium, unified system
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Collaborative storytelling assets, including photo + video content that captured the brewing and sourcing process across both locations
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Launch strategy and marketing assets, tailored for cross-channel rollout on web, social, and email
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In-person event support through branded visuals and activations that celebrated the beer and coffee’s debut with both teams present
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Photography and video production to document the creative and sensory journey—from coffee sourcing at Las Lajas to final beer pours at New Belgium
The result was a visually immersive campaign that felt personal, elevated, and true to the spirit of both brands.
Design That Honors the Craft
We approached the label and packaging design as a true fusion of two brands—not a mash-up. The goal was to retain the iconic elegance of New Belgium’s sour program while weaving in Onyx’s signature style of minimalism, storytelling, and high-touch detail.
Bringing People Into the Process
To support the campaign, we developed video and photo content that gave audiences an inside look into the collaboration: from Lauren Limbach and her team in the wood cellar at New Belgium, to the roasting and cupping tables at Onyx HQ.
This wasn’t just B-roll—it was intentional content that honored the care, time, and trust behind the scenes. We highlighted the deep respect both teams shared for their ingredients and their processes, grounding the collaboration in real people and real craft.
Why This Project Matters
This is the kind of creative work we love: wide-reaching but rooted in intimacy. La Folie Reserve didn’t just bring two industries together—it created a moment where beer lovers got to explore specialty coffee in a new way, and coffee fans could explore the layered beauty of aged sour ales.
When great ideas meet thoughtful execution, the result is more than a product—it’s a shared story. It was an honor to work alongside Onyx and New Belgium on this project and to celebrate a shared love for craft, innovation, and collaboration.