Parsons School of Design
BFA Communication Design
Thesis 2013

163 IPA
Rocco Rada

The focus of my thesis project, 163 IPA, is to demonstrate that beer is not just a beverage for getting drunk, but a way of bringing people together and facilitating a shared social experience. 163 IPA is a concept beer, home-brewed, and inspired by family history. The brand and identity of this beer revolves around the number ‘163,’ which represents the significance beer has on the social quality and relationships of my family and friends, in particular. This number was derived from the Hoboken firefighter badge number of my late grandfather, Rocco Anthony LaGuardia. He taught me that spending time and building traditions with family and friends are the most important things to do as you grow older. Because of this philosophy, he was loved by many throughout his entire life. Through the design of this beer, my goal is for 163 IPA to inspire people to get together with those they love, and to sit back and relish the good times life has to offer. The design process was initiated by archival photo research of my grandfather, and visual logo identity research of current beers. Through found historic photos of my grandfather working, the feel of the project was originated. To practice and help achieve the logo identity for 163 IPA, exploration research of current beer logos was done. One logo each day in the month of January 2013, was redesigned to a more minimal style. The result of the exploration can be seen at www. After the overall logo and photo research, I designed the labels and four pack carrier to exemplify my grandfather’s legacy. 163 IPA will carry my grandfather’s message to many people, for years to come.

Jonathan Abbo

Nick Abreu

Silao AJ Afano

Amel Afzal

Jeongkyun Ahn

Frederico Afrange de Andrade

Cynthia Bacall

Piper Black

Shravika Bothra

Zipporah Burman

John Bussiere

Noelle Campbell

Susana Castro

Nate Cepis

Yi-Shan Chang

Lisa Seoyeon Cho

Paul Jay Choe

Sara Chou

Saiq'a S. Chowdhury

Iee Deun Eden Chung

Caitlin Clingman

Evon Coleman

Rachel Cutler

James Czyz

Mae Decena

Stephanie De Jesús

Jonathan De La Rosa

Carlos De León

Kristie DeLouise

Dawa Dolma

Erica Efstratoudakis

Alexis Dawn Ely

Beril Esin

Sofia Falcon

Francisco Flores

Erik Freer

Ying Joyce Fu

Carina Giacomelli

Ermioni Giakou

Isabel Castillo Guijarro

Alex Hack

Shaobo Han

Paulina Ho

Lauren Hodges

Jenny Holt

Vicky Huang

Jess Hutchison

Joanna Izzo

Hasita Kamlesh

Elizabeth Kenney

SoJung Kim

Jihae Kim

Michelle H. Kim

MJ Minjung Kwon

Alleson Lai

Alfred Lam

Yejin Lee

Michael Leng

Christina Lu

Chris Lunney

Maketa Mabane

Amanda Maduri

Sara Maier

Tara Mann

Jenn Martins

Caroline Mathews

Andrew McCausland

Anna McKendrick

Bryan Meador

Melanie Mencarelli

Julio Montás

Jenni Mällinen

Burak Nehbit

My Nguyen

Jacqueline Oh

Melisa Ozkan

Boram Park

Caroline Partridge

Xing Hai Piao

Brenna Pladsen

Stephanie Porzio

Rocco Rada

Jay Ramirez

Joelle Riffle

Elizabeth Rodriguez

Yvonne Romano

Juan Carlos Santos Andrade

Ariel Scala-Perykasz

Shelly Seroussi

Betty Shang

Leslie Shapiro

Jennifer Haesoo Shim

Jeemin Shim

Amos Shin

Ben Shotwell

Robyn Silev

Nika Simovich

Axel Hammarskiöld Spendrup

Lesley Sakinah Steele

Naomi Sundberg

Britt Tapsall

Sabina Telagis

Daniel Bogre Udell

Azalea Vaseghi

Will Warner

Courtney Wells

Belinda Whiteman

Bryce Williams

Anita Wong

Chu-yi Wu

Giselle Nari Wynn

Katherine Yaksich

Kyungwon Yang

Emily Zhong

Michael Zoppo