Avery Brewing Co.
Avery IPA 30th Anniversary
Packaging Design
When a fan favorite beer turns 30, a celebration is in order. Avery IPA turned 30 in 2026, and since its release in 1996, it has become one of the most renowned and loved IPAs in Colorado. The key was to express that it is the same beer, same great flavor, but with a vintage nod to the year it came out. To achieve this look, I created a celebratory badge to display on the can, carrier, and campaign assets. I deepened the colors and added more colors in the striping, and gave it that 90s flair, harkening back to VHS tape designs.
Standard Packaging for Avery IPA
Non-Alcoholic White Rascal
Packaging Design, Illustration
This rascal might be non-alcoholic, but he's still mischievous. I had the opportunity to create the packaging and illustration for Avery Brewing Co.'s first venture in non-alcoholic beer. NA Rascal needed to convey that it is the same delicious liquid as their original White Rascal, just non-alcoholic. This called for a new character that fits cohesively within the Rascal family, winking as he knows this is a delicious non-alcoholic version of White Rascal, and a reversed color treatment on the packaging to help make sure the consumer will not have any confusion about what they are picking up. The stark difference between the standard cream colored background and the bright, vibrant orange helps ensure that the consumer knows they are not purchasing the original White Rascal.
Illustration for NA White Rascal
Yuzilla
Packaging Design, Campaign
Tart, a little sweet, and very fun is what we wanted to convey on Yuzilla, a yuzu ale that is a seasonal offering through spring and summer. Through ideating and brainstorming name ideas with internal stakeholders, we landed on Yuzilla to create a cheeky play on words and allow this dino to have a larger-than-life personality while playing its banjo in the mountains of Colorado. I created a campaign design with the headline, "Shades On, Volume Up, Jam Out with Yuzilla, to drive home the fun, exciting, and tasty nature of Yuzilla. The poster looks like a band poster for a local banjo gig.
Mood Board
Campaign Mood Board
Tweak
Packaging Design Refresh, Illustration
The refresh of Tweak brought excitement back to traditional craft beer and allowed the branding to feel more modern and premium. Avery Brewing Co. brought back their gold foil, bottled beer series, and the goal was to maintain some elements like the wood and word mark, but to explore ways of creating a premium, high-quality package. To do this, I applied a gold finish, deepened the brown colors, and redid the illustration so that it could shine instead of disappearing into
the background.
Avery Brewing Co. Portfolio of Brands
Packaging Refreshes, New Brands
Over the course of two years working on Avery Brewing Co. packaging, I have refreshed and created 15+ new designs that can be seen in Colorado and across the United States. These designs are applied to cans, can carriers, keg collars, tap handles, marketing assets, merchandise, and more.
I refreshed previous illustrations to fit the new visual brand identity, worked with an external illustrator to art direct the final illustrations on some, led the conversation with all vendors used to take the artwork to final print, and created marketing assets for our sales team to utilize.
