CASE STUDY / PACKAGING + BRAND SYSTEM + CREATIVE DIRECTION
Hazy
Little Giant.
A co-branded craft beer collaboration that began with one can and became the foundation for a growing visual system.
The
challenge.
Giant partnered with local craft brewers to create short-run, limited-time beers. The first collaboration, with Roy Pitz Brewing, needed to feel unmistakably like a craft beer while giving both brands a clear role.
It also needed to do something harder: establish a framework that future brewery collaborations could build on without making every beer look the same.
The
thinking.
A hoppy beer called Hazy Little Giant practically asked for a giant farming hops.
That became the central visual idea. The brewery identity lives at the top of the label, while the Giant logo becomes part of the beer name itself. Those decisions gave the first can its personality and created repeatable rules for the series.
From one
to a system.
I created the concept and design for Hazy Little Giant, the first beer in the collaboration. As the program expanded, colleagues designed the additional beers while I participated in brainstorming and critique, helping the family grow from the framework established by the first design.
THE PAYOFF
One idea.
Then a whole family.
RECOGNITION
GOLD.
BEST OF SHOW.
Vertex Awards