Founders Brewing Co.
Centennial IPA & Imperial Centennial IPA Rebrand and Line Extension
Packaging Rebrand, Line Extension
While designing the refresh for classic Centennial IPA, I was also tasked with simultaneously designing a line extension in the family, Imperial Centennial. Both designs share a similar layout and colors, but have a distinctly different look. Imperial Centennial needed to convey to the consumer that they are getting a higher ABV, more intense IPA.
Easy Drinking Beer Campaign
Art Direction, Campaign Design, Photography
Once you crack open the tab on Easy Drinking Beer and take a sip, you will be transported to your happy place, where you can sip back and relax.
This ad campaign for Easy Drinking Beer was one of the most gratifying and joyful pieces I have had the opportunity to work on. Upon ideating the miniature scenes on top of the can, I was not completely sure how this look would be achieved. I researched miniature figures used in train hobbyists' setups and found that they work wonderfully to create whimsical mini worlds on top of the can. I created multiple scenes, art-directed the photography, and designed the final posters. I composited the images of the can, miniatures, and background together to create a scene that transports the consumer to where they want to be most.
Idea Board
Behind the Scenes
Nonetheless Campaign
Art Direction, Campaign Design
I had the opportunity to work on Founders Brewing Co.’s first venture into non-alcoholic beers, named Nonetheless. The goal of this campaign was to show that you can still be sociable and have fun with your friends, all while staying healthy and avoiding unwanted side effects that come with consuming alcohol. You can fit in just the same while drinking a non-alcoholic beer. The grid system allows the posters to focus on one key image, four images, or as many as nine images to convey to consumers that this non-alcoholic beer is made for any moment when you want to be social and enjoy the company around you.
KBS Select
Packaging Design, Line Extension
KBS Select is a line extension of Founders Brewing Co.’s famous KBS. The key to solving this line extension was to create a premium and exclusive look for this limited-time offering. To bring excitement to this release, I looked at multiple avenues of rearranging the existing design elements, like the skull, the word mark, and the flourishes surrounding the word mark. The final packaging has a mature and premium finish with gold on black, and it will be easily recognizable by consumers who are loyal fans of KBS.
Mood Board
Kosmicki’s Collection
Packaging Design
Kosmicki’s Collection, named after Founders brewmaster, Jeremy Kosmicki, aims to bring old-world and traditional style brews back into the craft beer scene. With variants such as Baltic Porter, Hefeweizen, Imperial Stout, etc, the branding relies heavily on clean, abstract backgrounds and bold fonts with big personalities. Baltic Porter takes inspiration from the history of porters who would handle passengers’ luggage on ships. Hefeweizen focuses on the checkered flag of Bavaria, where it originated. Each label requires knowledge and research on the history of beer.
