Offshoot Beer Co.
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ABOUT THE PROJECT
Offshoot Beer Co. was created as the hop-forward sister brand to The Bruery, focused on bright, fresh IPAs and modern craft beer styles. While The Bruery built its reputation around complex, barrel-aged beers, Offshoot was designed to be lighter, more playful, and built for wider distribution. Working in-house at The Bruery, I was responsible for designing and art directing everything that left the brewery under the Offshoot brand. The goal was to build a visual identity and packaging system that could scale nationally while still maintaining the fun, experimental personality that defines craft beer culture. The challenge wasn’t just designing labels. It was building a brand system capable of supporting both large-scale distribution and a steady stream of limited beer releases.
Credits: Kelli Wilcoxson, Justin Graziano, Adam Grason, Ethen Silva, Bryce Reyes, Joshua Ariza
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THE CHALLENGE
Offshoot needed to operate as a two-part brand. On one side were the core beers, designed to drive national distribution and provide consistent shelf recognition across retail markets. On the other side were seasonal and limited releases, which allowed the brand to remain playful, experimental, and highly creative. This created a unique design challenge.
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THE STRATEGY
Rather than designing each beer individually, the project was approached as a scalable brand system. Offshoot needed packaging that could support national distribution while still allowing creative freedom for seasonal and limited releases. A consistent layout and typography system provided structure, while bold color palettes and expressive illustration gave each beer its own personality. Illustration became the core storytelling element. I art directed many of the labels while collaborating with talented freelance illustrators, allowing the brand to stay visually fresh while maintaining a cohesive shelf presence.
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THE RESULTS
The Offshoot brand quickly expanded beyond its local market, growing distribution across the United States. The scalable packaging system allowed the brewery to release new beers frequently without sacrificing brand consistency or production speed. By combining strong brand structure with illustration-driven storytelling, Offshoot was able to maintain both consistency and creative freedom as the brand grew.
