Challenge // After a year of flat sales and an influx of other craft brands hitting the shelves, it was time to think about a redesign of the brand that started it all. Boulevard Brewing Company was looking to refresh their flagship brand Boulevard Unfiltered Wheat Beer. They really wanted to reimagine the brand, while trying to maintain some of the key iconic illustrations and imagery developed with the brand such as the farmer hauling his wheat.
Solution // My thought was to simplify the package details overall and dial up the colors introducing a fresher color palette that really spoke to the fresh, lively, citrusy, vibrant, and playful craft beer that would appeal to the demographic. This package needed to appear fresh and stand out against heavy competition at shelf, be attention grabbing, and really provide an opportunity to reintroduce this brand for what it was: a fresh, lively, citrusy, vibrant, playful craft beer.
Results // The result was an engaging, fresh, lively package that the consumer could engage and interact with, a package they would feel good about picking up at the store and sharing with friends, an experience and nod to the craftsmanship and quality of this flagship brand and a hint towards what would be coming in the future.
Re-Design Packaging for Boulevard Unfiltered Wheat Beer
Concept & Design
6 Pack Design Concept
Canning Package Concept
The Improv Lab
Client // The Improv Lab
Project // Brand Identity and Style Guide
Challenge // Create a brand from the ground up for The Improv Lab, At The Improv Lab, we equip leaders and organizations from every type of industry with the skills to be innovative problem solvers and fast-thinking decision makers. It’s an incredibly creative way to get a fresh point of view on human interaction and to experiment with various perspectives.
Solution // After digging into some research, understanding the clients business, wants and needs, the idea was quite simple and inspired by the literal improv black box theater, the idea of experiments and perspective also came to mind, the “lab” feel which resulted in the final look and use of the logo itself would look like a piece of the periodic table.
Results // The logo was well received, tactics were quickly developed including website, video, some postcards and business cards and well as the finished out space all in about a months time which was just in time for the open house and chamber of commerce ribbon cutting ceremony. Kuddos to the team and all of their hard work.
Project // Develop brand/identity and packaging for Ben’s Apartment - The Craft Standard - A premium line of Hand Crafted - Canned Cocktails and a line of Cocktail Syrups
Challenge // Establish a regional brand in the ready-made craft cocktail category for the new product introduction of Ben’s branded line of premium ready-made cocktails beginning with the popular Moscow Mule (both full flavor original and light version). Upon the successful launch of Ben’s Mule, line extend into other high volume ready-made craft cocktail categories and cocktaill syrups all under the Ben’s craft cocktail brand. Brand look should be connected to the craft cocktail heritage of the prohibition period but also have a timeless look that is aspirational and has a premium feel. Look must break through on a retail shelf but also look comfortable and upscale in a bar environment.
Solution // Check. Check. Check. An aspirational brand that would be known as “The Craft Standard”, a leader to be known in the hand crafted/craft cocktail world, a brand evoking confidence, uniqueness, mystery, unordinary, exciting, a craft cocktail designed with a premium experience in mind was brought to life. Through research and concept stage I decided to utilize black, white, and copper for simplicity, to evoke premium quality and to really stand out at shelf, positioning this brand as something truly unique. The icon and packaging harken back toward the unique qualities and characteristics of this brand, the prohibition period, the art of mixology, handcrafted, and timeless.
Results // “This is BADASS work” - Client
The brand has since then evolved into "The Craft Standard" - a line of Cocktail Syrups with the intention to someday start canning and packaging their hand crafted cocktails for the masses.
City of Springdale
Client // City of Springdale
Project // Develop a new identity for the City of Springdale
Challenge // Bring new life and excitement to the City of Springdale through a brand identity system that reflects the community and people who live, work, and play there. Springdale has existed since it’s beginning at the intersection Emma and Spring Creek - once called Shiloh. A brand that speaks true to all the things the city offers, relevant to all of Springdale residents and visitors, a brand that motivates and inspires employees, stays meaningful over time, is unique and ownable, true to itself and realistic.
Solution // A design with intersecting lines that reflect the history of the city, a woven tapestry, spring creek, emma avenue, a thriving downtown, an intersection of life, symbolizing innovation, culture, community, the heart of it all, a downtown, the center of NWA, a map, grid, range lines, townships, growth, a new direction, a dream for today, a better tomorrow. From its pioneer beginnings to the birthplace of America’s poultry industry, Springdale has a reputation as a leader in agriculture, industry and American hard work. A city of Makers. A city of Culture once known as Shiloh were people have been coming to carve out their very own piece of the American dream. A city of Ingenuity from state-of-the-art leaders in science to pioneers in food processing, a history of innovation, excellence in education. This mark harkens back to the beginnings and nods to the future of great things to come.
Results // The design was brought to life through various application and has since been registered as a patented trademark for the City of Springdale. The City of Springdale has since begun to utilize the logo in various applications. The usage of the logo continues to grow and gain momentum through offline and online applications.
Photography / Application
Dark Horse Distillery
Client // Dark Horse Distillery
Project // Brand Identity and Package Design
Challenge // Looking to break into the Craft Distilling scene, we wanted to work on naming, brand look and feel, as well as some packaging ideas.
Solution // Once we landed on the name, Dark Horse Distillery, after one of the clients love of horses and being the underdog in the spirits industry, a relatively big space - we quickly moved on to concept and design - where we landed on a simple/modern/urban/contemporary icon of the horses head that also purposes as a badge. The color palette is black, white, and dark blue which evokes the feeling of power, strength, darkness, mystery, timeless and classic . The typography is stark, strong, and mysterious.
Results // The result was a really cool concept and design for the brand to help them launch their business. Since then, the name has changed from DarkHorse Distillery to UnionHorse Distillery due to some legal issues and naming rights.
Cranford Johnson Robinson Woods of Little Rock, Arkansas, has been located in in the capital city's downtown area since it's founding in 1961. After plans were announced to move the Little Rock office to a historic building in downtown as part of a movement to revitalize the downtown area of Third and Main - they also considered the opportunity as a chance to reinvigorate their agency amongst all the change.