Raleigh Beer Week
After sending over that first concept I kept thinking back to the questionnaire and that you suggested not using acorns or oak leaves. It all made sense after finding out that Raleigh's nickname is the City of Oaks.
Eventually I thought it could be fun to poke fun at the whole acorn obsession, using a squirrel coveting a hop instead of the stereotypical acorn. Basically a clever idea to relate the mark back to the city by turning a cliche on its head.
I also wanted to supply a concept that wasn't completely left field and still had some typical "beer week" elements (wrapped type, grain laurels) but at least presented in an original way. You will also see that some sub marks and supporting graphics are easily generated.