JUST RELAX AND UNWIND.
OFFSHOOT BEER CO.
THE BACKGROUND
Years ago, our founder, Patrick Rue, promised never to brew an IPA. However, as time went on, the adventurous Bruers recognized their unique talents and knew they could create world-class hop-forward beers that would captivate the palate. Thus, Offshoot was born as an innovative offshoot of The Bruery, all while diligently upholding Patrick's pledge that The Bruery would never produce an IPA. Now, the team is looking to expand their distribution footprint and enhance brand awareness in the local market, yet they find that their current brand lacks the necessary cohesion due to the absence of a
clear and distinctive brand voice.
Services:
Art Direction, Package Design, Creative Management, Brand Identity, Brand Collateral, Apparel Design
Support:
Kelli Wilcoxson, Justin Graziano, Adam Grason, Ethen Silva, Bryce Reyes
CANNING THE SUNSHINE WE ALL WANT
At Offshoot Beer Co., we embrace a unique culture and market position that sets us apart in a crowded industry. Our approach is all about strategic positioning to build a strong, authentic brand image that resonates with fans. Southern California’s iconic palm trees and endless sunshine are an inspiration, and we’ve 'canned' that relaxed, sun-soaked vibe into our beers with a lighthearted, playful twist. The brand captures a fun, casual spirit—never over the top—reflecting a laid-back SoCal lifestyle. I had the opportunity to help bring this vision to life by designing a brand that feels both approachable and memorable for fans.
CREATING A SCENE ON THE SHELF
Designing the packaging system for a brewery with ambitious nationwide distribution goals required a strategy to truly stand out on crowded retail shelves. For the core lineup, I developed a distinctive billboard effect, where each can contributes to a continuous, eye-catching pattern when placed side by side. This approach creates a seamless horizon line across the top and bottom of each can, drawing attention and establishing a unified visual impact that captures consumers’ attention from a distance.
