BACKGROUND
I was a part of the SMBW team from mid-2019 to March 2020. First hired as a beertender for their tasting room, after a short time, word got out that I was a designer by trade. I joined forces with the head of marketing to roll out 3 beer label designs and marketing collateral for products/events.
My history with package and product design for liquor came in handy regarding legal material and placement. For label creation, I surveyed the whole team from front-of-house management, owners, sales department, all the way to the head brewers who created these legendary batches. Each member of the team had their own story, thus I was able to use the information as a strategic foundation for conceptualizing Buffalo Ninja and 50 Year Storm. As an outcome, 50 Year Storm Double IPA resulted in record-breaking release sales. SMBW is one of the best companies I’ve been a part of, and proud to show it in my portfolio.
