BACKGROUND
I was a part of the SMBW team from mid-2019 to March 2020. First hired as a beertender for their tasting room, but 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 three beer label designs and some marketing collateral for events. These were my first beer labels created in this capacity.
My history with package design and product design for liquor/cannabis came in handy regarding legal material and placement. Unfortunately, after the pandemic hit, we changed course. Still one of the best companies I’ve ever been a part of, and proud to show it in my portfolio. For all the labels, I investigated the whole team. Front-of-house management, owners, sales department, all the way to the head brewers who created the legendary batches. They each had their own story, and I used it 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.
