Homebrewers of Pritzker Society, or HOPS, is an organization run by students at the University of Chicago Pritzker School of Medicine. Originally established as a way for the founders to continue their brewing hobby, HOPS quickly became an outlet for the student community to socialize outside of class. Their beers are uniquely and aptly named after medical terminology. In addition to a logo, I was tasked with furthering the brand image by designing a label for their most popular brew. Tachycardi-Ale is a play on tachycardia, the official medical term for a rapid heart beat. The logo color scheme lent itself well to the label design, which portrays elements of an old school heart rate monitor.