Project Summary
Client
Stone Brewing
Contribution
Lead Designer
Illustrator
Description
A refreshing pilsner with a
label design that embodies
the creative energy and
lifestyle of the West Coast.
Scope
16oz Can Label
On-Premise Print Deliverables Digital Signage
Social Assets
Platform
Procreate
Adobe Fresco
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
West Specific
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 market research insights and Stone's established brand strategy, stakeholders gravitated toward Option 01's bold embrace of Southern California's skate culture and its deliberately surreal approach. The concept's unconventional imagery—an orange cruising on a penny board, a hop lounging in a recliner while navigating a broken ramp, a thousand-eyed flower nailing a kickflip, and a hop shredding on a giant cheesy pizza slice—perfectly captured Stone's irreverent spirit. This surreal skate-inspired direction stood out dramatically against the predictable mountain-and-ocean themes dominating the craft beer landscape, giving Stone a distinctive voice that competitors couldn't easily replicate.
Concept Dev.
Option 01
This concept draws inspiration from
the vibrant skate culture of Southern California, incorporating unconventional and surreal elements. Featured ideas include an orange cruising on a penny board, a hop lounging in a recliner as
it navigates a broken ramp, a thousand-eyed flower performing a kickflip, and
a hop shredding on a giant, over-the-top cheesy slice of pizza.
Option 02
This concept is inspired by the unique versatility of California, where one can experience both the mountains and the ocean in a single day, embracing the distinct offerings of these diverse environments. It features characters and layout elements similar to option 01, with thoughtful modifications to align them more closely with snow and surf-inspired themes.
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