Project Summary
Client
Stone Brewing
Contribution
Lead Designer
Illustrator
Description
Ananniversary celebration featuring New Zealand's finest hops. Including superdelic leads that create vibrant aromas and
a full-bodied finish.
Scope
16oz Can Label
On-Premise Print Deliverables Digital Signage
Social Assets
Platform
Procreate
Adobe Fresco
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
29th Anniversary
The Process
Market Research
Researched top craft beer brands to find what works and what doesn't. Used these insights to create a unique position that would stand out on crowded shelves and connect with the right customers.
Concept Development
Created unique design concepts for the digitally printed 16oz can labels with colors that matched the beer's bold personality.
Built multiple options and clear presentations to help teams make smart decisions quickly.
Stakeholder Alignment
Presented concepts to creative teams first, then pitched to executives, brewers, and sales staff. Refined designs based on feedback to ensure the final product would work for both brand goals and business needs.
Execution & Production
Handled all regulatory approval with TTB and prepared files for smooth production. Delivered a complete brand toolkit including mockups, store displays, social content, and brand guidelines for consistent use across all channels.
Final Design
Based on the significance of Stone's annual Pink Boots Society tradition and the brewery's commitment to celebrating women in craft beer, stakeholders gravitated toward a design that boldly embraced both brewing heritage and feminine empowerment. The concept's thoughtful imagery—hop mashing paddles framing the iconic Gargoyle, reflective accents highlighting the beer's name and story—perfectly captured Stone's dedication to honoring the amazing women who contribute to their brewing excellence. This celebration-focused direction stood out meaningfully against typical seasonal beer packaging, giving this 2025 Brewery Exclusive a distinctive presence that reflects both Stone's partnership with Yakima Chief Hops and their International Women's Day commitment.
Concept Dev.
Old to New
This year's design maintains the established visual equity of our anniversary series, honoring the tradition of reserving major design overhauls for milestone celebrations. As shown in the comparison above—with last year's vibrant green transitioning to this year's sophisticated blue-purple gradient—the refined color evolution preserves all core brand elements while creating fresh appeal. This thoughtful, minimal refresh approach respects Stone's anniversary design legacy, keeping consistent typography, logo placement, and iconic gargoyle imagery, while allowing the gloss print treatment to enhance the new colorway's depth and sophistication.
Supporting Materials
Launch support assets designed to drive awareness across multiple channels, featuring paid and organic social content, on-premise posters, and retail case headers.
Social Assets | Preview & Official Launch
Instagram Story
Instagram Grid
On-Premise | Poster & Case Header
Retail Case Header
24"x36" Poster