This project began with an interest in how illustration and graphic design can work together to build a brand with a strong point of view. The craft beer industry, known for its expressive, design-forward packaging, offered an ideal context to explore that intersection. I developed a fictional brewery and focused the scope on a single variety pack, allowing for a contained but fully realized identity.

Handmade processes were central from the start. Linocut printmaking and custom typography brought a tactile quality that contrasted with the contemporary palette and composition choices. While I referenced the illustrated traditions seen in breweries like New Belgium and Odell, the goal was to reinterpret that energy through a more contemporary and playful lens. The result is a visual system that feels modern, intentional, and rooted in the character of something made by hand.

Because this project was presented in person, the deliverables were built to showcase a complete, tangible brand experience. The system included four can designs, a variety pack box, and a promotional mini-fridge. I developed the logo, custom typography, and overall brand standards, which were compiled into a comprehensive brand booklet documenting the full visual direction.

See the full booklet here.

This variety pack is positioned for a younger, craft-brew audience. People who gravitate toward small-batch brands and bold visuals. The cryptid theme leans into that playful, slightly offbeat energy, speaking directly to the audience.

Visually, the identity sits on the micro-brew, contemporary, vivid end of the spectrum. The mix of gritty texture, bright color, and handmade typography creates a look that feels energetic, approachable, and handcrafted.

The direction proved successful in practice. At the exhibition, a number of younger attendees in Denver, within the target audience, told me they’d immediately gravitate toward this on a store shelf. They described it as fun, different, and intriguing enough to pick up just to see what it was, reinforcing that the positioning resonated exactly as intended.

The visual language brings together two ideas: the bright, trend-driven palettes common in contemporary beverage packaging and the gritty, handmade quality that fits the world of cryptids and craft brews. The exterior identity uses neutral colors, and natural textures that feel grounded and rugged. Opening the box reveals cans that are vibrant, playful, and full of contrast, which creates a small moment of surprise while still feeling intentional.

Every element includes a handmade component. All illustrations were carved as linocut prints and then scanned, giving each cryptid a raw texture that supports the outdoorsy tone. The typeface was created in the same way, with every character carved and printed by hand before being digitized. Together, these choices create a visual system that feels contemporary and fun while still rooted in craft, character, and a sense of the unknown.