School // Academy of Art University
Classes // Package Design 3
Instructor // Thomas McNulty
Semester // Spring 2017
Illustrations // Evan Eckard, Jonathan Biehl
Working Man Brewing
Working Man Brewing is a local craft beer brewery located in Livermore, California. Their main problem is the graphics they currently use throughout their products are disconnected and lack strategy. The main goal of this project was to update their packaging system in order to appeal to a younger audience as well as increase shelf impact.
It became clear early on that an illustrative approach would position the brewery to appeal to a younger audience. The vibrant color palette provides a better shelf impact due to the vast amount of dark-colored labels on the market. Using a hand-lettered typographic approach reinforces the handcrafted feeling which was important to the brewery.