CHALLENGE
Shape the visual identity of a neighborhood brewery through packaging, merchandise, marketing, and environmental design.
Able Brewery was a neighborhood craft brewery in Northeast Minneapolis known for its experimental beers, welcoming taproom, and deep connection to the local arts community. As the brewery grew, its visual identity evolved alongside it, extending from beer labels to merchandise, events, and the taproom experience.
APPROACH
Working as the brewery's designer, I collaborated directly with leadership to translate brewing concepts into engaging visual stories. Every project began with understanding the beer, event, or initiative before exploring typography, illustration, color, and composition that best captured its character. Rather than treating each piece as a standalone design, I approached every deliverable as part of a larger brand ecosystem, ensuring consistency across packaging, retail, environmental graphics, and marketing materials.
RATIONALE
Able's identity was built on creativity, curiosity, and a sense of belonging. My design decisions emphasized bold typography, approachable visuals, and playful storytelling to make the brand feel welcoming while giving each beer its own distinct personality. By establishing repeatable visual principles instead of rigid templates, the identity remained flexible enough to support dozens of unique releases while maintaining a recognizable presence both on the shelf and inside the taproom.
ROLE