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MILWAUKEE/GREEN BAY (WITI) -- All season long, the Green Bay Packers have served as inspiration for Brew City Apparel in Milwaukee. Most recently, the company's "Fear the Beard" T-shirt hit the market after Aaron Rodgers' celebrated beard tug during the Packers/Lions game. Now, T-shirt designers are hoping for another hit as the Packers gear up to take on the Seattle Seahawks in the NFC Championship game.
"Sometimes I think I'm just as happy that the Packers won as any one else and I'm not thinking of T-shirts at all," Brew City Apparel co-owner Fred Keppler said.
Following a Packers victory over the Dallas Cowboys at Lambeau Field Sunday, on Monday, January 12th, it was time for a new T-shirt design.
But before they print, there's a process.
"It starts for me with words. You would think it would start with graphics," Keppler said.
First, Keppler needs an idea, and it doesn't have to be his own. "Fear the Beard" is an example of that.
"Sometimes I'll come to work the next day and someone will come to me and say 'did you see what happened at the game last night?' With the beard tugging, that's what happened," Keppler said.
Brew City Apparel "Fear the Calf"
Another Monday after another memorable Packers game turned out several concepts. One of them is "Fear the Calf" featuring a baby cow with a leg brace.
"We might make it all the way to the Super Bowl - even with one leg!" Keppler said.
Another idea appeals to Seattle's coffee culture -- perked up by Keppler's father and co-owner.
"My dad texted me about three hours after the game and said 'how about a decaf coffee?'" Keppler said.
Sometimes, Keppler says, the more abstract the idea the better.
"It's not about how good the design is. It's not about who designs it. It's not about how many fonts you have on your computer," Keppler said.
Keppler kicks around ideas, makes a few mock ups and then, ultimately decides the design's fate.
Brew City Apparel focuses on things that are Wisconsin or Milwaukee-centric.
"This is kind of, still, like a little hobby. To do the little shirt that sells. But a lot of time we're doing work for larger corporations," Keppler said.
Inside Brew City Apparel on any given Monday -- there are moments an outside audience may not understand, unless of course you caught the game on Sunday!
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