Project Summary
Client
Stone Brewing
Contribution
Lead Designer
Illustrator
Description
A collaborative brew with a can design that celebrates the bold women of Stone Brewing and embodies the inclusive spirit of the Pink Boots Society.
Scope
16oz Can Label
On-Premise Print Deliverables Digital Signage
Social Assets
Platform
Procreate
Adobe Fresco
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
She's the brewer
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.
Option 01
This concept's refined approach—utilizing a clean color palette complemented by the aluminum can's natural reflective properties—creates visual depth and intrigue without overwhelming the brand message. This ingredient-focused direction emphasizes the authentic brewing process while leveraging the can's inherent material qualities to achieve a premium, sophisticated presence that speaks to craft beer enthusiasts' appreciation for quality and detail.
Option 02
This concept thoughtfully connects the talented brewers to Stone's brand identity while emphasizing the meaningful collaboration and the significance behind the beer's name. This approach creates an authentic celebration that resonates with both Stone's values and the broader craft beer community's recognition of women's contributions to the industry.
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