Working Man Brewing is a local craft beer brewery based in Livermore, California, known for its handcrafted beers. Their existing product graphics lacked cohesion and did not reflect a clear strategy, which posed a challenge in attracting a younger audience and standing out on store shelves. The objective of this project was to redesign the packaging system to improve shelf impact and appeal to a more youthful demographic. The solution involved an illustrative approach, vibrant colors, and hand-lettered typography to convey the handcrafted nature of the brand.
Contributors: Jonathan Biehl (design, photography, illustration) & Evan Eckard (illustration)
The brewery’s original packaging was disconnected, and its dark color scheme made it blend into the sea of similar-looking products on the shelf. The challenge was to create a packaging system that not only stood out visually but also aligned with the brand’s artisanal roots while attracting a younger, more design-conscious audience. Additionally, the brewery wanted to emphasize the handcrafted quality of its beer, which needed to be reflected in the packaging design.
After thorough design exploration, a simplified logotype was selected for the packaging. This choice brought much-needed consistency to the brand, replacing the multiple logos that had been used across different products and creating a cohesive visual identity."
Personal highlight and takeaway
Reimagining the packaging for Working Man Brewing allowed me to blend vibrant colors and hand-lettered typography to reflect the brewery’s handcrafted essence, while also making it stand out on store shelves—definitely one of my favorite projects to date.
The updated packaging system successfully positioned Working Man Brewing to appeal to a younger audience. The vibrant color palette created a bold shelf presence, differentiating the brand from the numerous dark-colored labels in the craft beer market. The use of hand-lettered typography reinforced the brand's artisanal feel, making the connection between the handcrafted beer and the design. Overall, the new design helped to create a stronger visual identity for Working Man Brewing, increasing both its shelf impact and brand appeal.
