Every holiday season, Goose Island would brew up a new recipe for their favored Christmas Ale. Because the beer changed every year, so did the branding and marketing materials. Abiding to the tradition of having the goose wearing Santa’s hat within a wreath, everything else was up for interpretation.

Inspired by vintage Christmas books that were illustrated, a hand-drawn logo was created with references to silver bells, poinsettias, and the (Chicago) Star of Bethleham.