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A Tyler School of Art graduate, Endicott has made dozens of high-concept, if not necessarily alluring, designs, even developing a sort of Forest & Main mythology, a running story line featuring characters who appear on separate beer labels and later mingle, marry, and go to war.

It’s a huge part of our identity as a brewery the branding, the artwork, Endicott said. But it’s not your typical marketing fodder. We’ve never looked at our label like we have to put this beautiful hop cone in front of sunshine. We’re very lucky to be able to put strange imagery on beer bottles, and we never think about, How would this image help sell this beer?

At first, he drew all the artwork himself, for the labels and for the doodles on the windows of the brewery that went along with each new beer and held a sort of cult fascination for die-hard fans. It was an approach to social media, to give people who were viewing our an idea of what our beer feels like, what it tastes like, what it’s meant to evoke.

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