The Bruery
DNA: craft, community, unique
Marketing colors:
My role: Art Direction, design, copy, concepting
The Bruery and Offshoot Beer Co. occupy a distinct space in the craft beer market, balancing premium, small-batch brewing with a devoted national and international following. As Lead Graphic Designer, I shaped and evolved the visual identity across every major brand touchpoint, from packaging and product launches to e-commerce, email, social, sales collateral, retail, merchandise, and experiential design.
The role required building a flexible visual system for a high-velocity DTC business with a strong B2B presence, balancing constant product and campaign needs with a cohesive, elevated brand presence.
Packaging
Packaging
I designed a wide output of packaging to support a range of rotating releases to maintain a cohesive, refreshing shelf presence. While the broader marketing system leans into a more restrained color palette, packaging creates room for richer, more expressive color, allowing each beer style, collaboration, and seasonal drop to feel distinct while staying grounded in a consistent visual framework. Beyond D2C, distribution includes national retailers like Whole Foods, Trader Joe’s, Costco, Total Wine, and more.
Campaigns + Collaborations
Campaigns + Collaborations
Ongoing seasonal campaigns and collaborations required a system that could flex across a variety of activations and creative directions while still feeling unmistakably on-brand. I built the framework for expressive, moment-driven storytelling while anchoring each execution in a consistent visual and tonal foundation.
Premium campaigns, like the Private Barrel Program, invite customers to experience the brand on an entirely new level. To make them successful, they require a systems-level approach that activates across every channel and touchpoint, delivering something cohesive, enticing, and elevated.
Memberships
Memberships
The Bruery's membership packages play a pivotal role in the brand's framework.
The experience needs to feel distinct and elevated while remaining connected to the core brand. I designed collateral to support ongoing engagement and growth, balancing exclusivity with accessibility across onboarding, communication, and retention touchpoints.
Social
Social
With a combined 158k Instagram followers, The Bruery & Offshoot Beer Co. utilize socials as a way to stay connected with consumers across the world.
Social required a high-volume content system that could respond quickly to new releases and and activations. In addition to bespoke static designs and reels, I created flexible templates that enabled rapid production while maintaining a consistent and recognizable brand voice.
MERCHANDISE
MERCHANDISE
Merchandise needed to extend the brand beyond digital and product packaging into physical and personal expression. I developed pieces that allowed for creative exploration while ensuring each piece felt unmistakably The Bruery.
Marketing
Marketing
Marketing efforts spanned multiple channels and touchpoints, requiring a unification that could scale across formats and contexts. I ensured consistency in messaging and design while supporting a wide range of campaign needs.
