THE BRAND
I developed branding directions for a high-end organic soft drink targeted to the local southern California market. In the end the drink never came to be but I still love how the logo and brand applications came together and hope they can some day find a home.
THE MARK
I ideated a few names and started doing rough sketches and realized that horizontally stacking the logo allowed it to be read two ways. I then colorize the type to highlight the two-way readability. The mark isn’t just one color, but was designed to have an interchangeable set of colors that coordinate with each flavor.
THE PACKAGING
I did a lot of retail exploration and discovered that most bottled soda packaging features clear bottles that show the color of the drink. I used this as the inspiration for the all white packaging which allows the drinks to pop off the shelf from a distance.
STONE 20TH ANNIVERSARY
A big birthday deserves a big look. I led my team in the development of logo, branding, packaging and merchandise designs befitting this milestone anniversary.
CREATIVE DEVELOPMENT
The 20th anniversary started with lots of planning where I led the creative promotional brainstorm. Winning ideas included gold and black branding on all 20th materials for a special look that would tie together all our promotions. We also created a special bottle cap used on beers all year long.
BRANDING & PACKAGING
We developed a special logo that was used for celebratory beer branding as well as for our big 20th anniversary bash. We also developed a special gold and black beer case box. I was very proud of the innovation that allows the cases to stack in a way that creates a large gargoyle face that can be seen from across the store, resulting in a built-in billboard.
RECIPE FINDER
To make it easier to eat healthy, we created a recipe finder with large imagery of delicious-looking food. Our easy-to-use navigation helped adults and kids quickly search for foods based on flavor—spicy, sweet or savory. Our filters allowed them to narrow recipes based on meal type and prep time and easily send their favorite recipes to themselves via email.
THE EVENT
Our rich black and gold event materials communicated that he 20th anniversary celebration an event to remember. Branded event signage, glassware, t-shirts and commemorative posters made this a truly special event for craft beer fans and we set a record, selling out thousands of tickets in the first week they went on sale.
STONE BREWING SEASONALS
Stone’s line-up of special seasonal 6-packs needed a facelift. The upcoming line of beers were some of the most unique, and most complex, beers to brew. They needed high-end branding that signaled their uniqueness.
THE BRANDING
Stone had been around for over 20 years and was a big name in the craft industry and adored by fans. But what was more well-known than the name? Our famous gargoyle. I led the team in revamping our packaging to make the gargoyle head large on the front—a billboard for our beer that can quickly catch your eye.
MERCHANDISE
We developed season merchandise to accompany each release. Seasonal branded items included beach towels, scarves, zip ups , glassware and even a Xocoveza ugly sweater that sold out almost as quickly as the beer.
THE PACKAGING
Our specialty 6-packs were a limited release that we knew would be popular. So we created packaging just as special as the beer inside it. Each logo was designed by hand and we applied metallic and spot UV printing techniques that allowed our 6-packs and bottles to shine—literally.
CASE BOX INNOVATIONS
Sales managers can’t be at every store to style stackouts so we created a case box that merchandised itself. The top flaps of the box were designed to be cut out. They then became a poster that was inserted between 6-pack bottles or displayed on the front of the stack.
