Black Tuesday
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ABOUT THE PROJECT
Black Tuesday is one of The Bruery’s most iconic beers, a barrel-aged imperial stout known for its annual release and devoted following. Over the years, it evolved beyond a single beer into a collection of variants and specialty releases. I led the design and visual direction for Black Tuesday packaging, developing concepts and labels that elevated the beer’s presence while supporting future releases across the growing lineup.
Team: Daniel Munoz, Kelli Willcoxson, Justin Graziano
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THE CHALLENGE
Black Tuesday already carried a strong legacy within the craft beer world. The challenge was honoring that history while evolving the packaging to support a wider range of releases and variants. The design needed to feel premium and collectible while remaining flexible enough to scale across future vintages, limited releases, and member-exclusive offerings.
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THE STRATEGY
The goal was to elevate Black Tuesday from a single product into a legacy brand within The Bruery portfolio. The visual direction leaned into premium and art deco influences, using structured typography and refined layouts that reflected the prestige of the release. A consistent design framework allowed new variants and yearly releases to build on the brand while maintaining a recognizable identity.
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THE RESULTS
The updated packaging elevated Black Tuesday’s presentation while creating a framework for future releases. By establishing a flexible system for variants and annual vintages, the design helped position Black Tuesday as a legacy brand within The Bruery’s lineup while maintaining strong engagement and sell-through among members. What made the project successful was elevating the packaging to match the legendary status of the beer.
