Photos

The photos area within the drive is a bit of a mess, but we are working on a new schema that will be ready by 6/1/20.

For now, it lives here.

Objectives

To establish a standardized template for photographing new releases (prioritizing Gowanus/Greenpoint backdrops), when Alex Bohn hero photographs are unavailable.

Why: To provide a consistent brand image for new releases, that showcase our beers in glass and their packages, depicting them in a respectable way.

Considerations by Location

Gowanus: Seasons impact lighting and the ability to photograph in the Yard vs. indoors.

Greenpoint: The primary light source is the front picture windows, limiting the ability to travel throughout the space for images.

Considerations by Beer Styles

Hazy beers: Can be photographed with the light head on, as we don’t need to depict clarity, and instead, the vibrancy of color is essential.

Non-Hazy Beers: Need to be photographed with enough light coming from the side or behind to show off clarity and color.

Photo Guidelines

Can + Glass: All new release photos (if not from Alex Bohn), should depict the can and beer in a glass. It’s acceptable if they aren't shown in the same photo, but rather, in a photo carousel for social media posts.

Head: Beers should be poured with a frothy head, always giving at least three fingers of foam.

Condensation: While sometimes inevitable, it is best to avoid photographs where the glass or can are covered in condensation, explicitly applying to new releases. Condensation is acceptable in lifestyle photos. If condensation occurs and is inevitable, it should not be wiped off–as this will cause a smeared look that is unattractive in photographs.

Glassware: Glasses should be thoroughly cleaned. The type of glassware to be used in the photo is denoted in the New Beer Form.

Pouring Shots: Acceptable if the beer title on the label is visible or if it is accompanied by another photograph where the label can be seen clearly.

Barrel Aged / Foudre Fermented: Beers that spend time in wood should be photographed in front of barrels or with a wood background to evoke that sense.

Collaborations: Should be photographed in a way that pays homage to the participating brewery or Threes, such as in front of the Gowanus entrance, or with the Main Bar as a primary backdrop. The goal is for Threes iconography to be prominently displayed.

Heroism: Images should give the beers a sense of heroism. This can be easily achieved by shooting from slightly below and looking up.

Examples of acceptable photos: https://www.canva.com/design/DAFMaWZWKMw/sweEOr-s2Pr8xQFxksthFg/edit?utm_content=DAFMaWZWKMw&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton

Note: the guidelines about the glassware, head, and need to show off clarity/color apply to all photographs where beer is not in a can, not just “New Release” photographs.