Like brewing, design is not an exact science when creating something for the first time. The science comes later – only after careful planning and experimentation can a brand design or beer style be perfected and crafted for consistency.
Mistakes are encouraged in the early phases. Discussions alter between cheerful and heated as brewer and designer share pints of the selected beer, both artists seeking to crown the brew with its own unique identity. Not every Great Leap brew boasts its own brand. Beers must first stand the test of time and prove consistently popular amongst drinkers before being bestowed with a design.
Great Leap founders Carl and Liu Fang create names for the beers, with unique meanings in both Chinese and English. Our series of General IPAs are named after famous military personnel, both those sanctioned by formal governments and warlord states alike. Other beer names are derived from traditional folklore, local history or their unique Chinese ingredients. The stories behind the brands are as rich as the flavors and ingredients contained within the beer they represent.