Marketing studies have shown that, like other consumers, beer drinkers often make purchases based not just on taste, but often on the packaging and label on the bottle.

Over the last two decades Payton Kelly, creative director for Kansas City’s Boulevard Brewing Company, has hand drawn more than 30 labels for Boulevard’s many products, creating a visual signature that is recognized wherever the products are sold. Now Kelly discusses the design and execution of his distinctive logos for products like Boss Tom’s Golden Bock, Bully! Porter, Nutcracker Ale, Dark Truth Stout, and Single-Wide I.P.A.

Kelly is a former greeting card designer for Hallmark.

Samples of Boulevard Beer will be served.